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Electronic Negotiation in the Digital Age : A Comparative Study on Negotiation Medium and its Relationship with Negotiation Strategy and Negotiation Outcome
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디지털 시대의 e 협상 : 협상매체에 따른 협상전략과 협상성과에 관한 비교연구

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Type
Academic journal
Author
Journal
Korean Academic Society Of Business Administration korean management review Vol.30 No.2 KCI Excellent Accredited Journal
Published
2001.5
Pages
583 - 622 (40page)

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Electronic Negotiation in the Digital Age : A Comparative Study on Negotiation Medium and its Relationship with Negotiation Strategy and Negotiation Outcome
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Due to the development of Internet and digital technology, negotiators are increasingly relying on electronic media to overcome the constraints of time and space and to improve their performance. The purpose of this comparative study on negotiation strategies and outcomes between electronic negotiations via e-mail and computer chatting and face-to-face negotiations is to determine ways to strengthen negotiation competence. Both qualitative and quantitative data were collected from senior-level undergraduate students who participated in comprehensive simulated buyer-supplier negotiations via e-mail, computer chatting, and face-to-face communications. Results show that it is more difficult to build rapport in electronic negotiations than in face-to-face negotiations but that the impact of rapport on negotiation outcomes is much greater in electronic negotiations than in face-to-face negotiations. In electronic negotiations, it was more difficult to build a positive relationship through the expression of rapport, self-disclosure, and trust and cooperative attitudes. Electronic negotiators used more unpleasant communications and their outcome satisfaction rate was lower than face-to-face negotiators. We found that there were better negotiation outcomes when negotiators interact with their partners longer and more frequently to build positive relationships and when they wrote or read more sentences and emotions expressing the feeling of intimacy, belief, and friendly atmosphere in electronic negotiations. Electronic negotiators used positional bargaining more than face-to-face negotiators. With the exception of using tit-for-tat, electronic negotiators used fewer negotiating strategies than face-to-face negotiators. Electronic negotiators used less cooperative, and less tit-for-tat than they planned to use. However, face-to-face negotiators used less cooperative, more competitive, and more random strategies than they planned to use. Specifically there is an inverted U-shaped relationship between the use of competitive strategies and negotiation outcomes both in electronic negotiations and in face-to-face negotiations. Finally some practical implications are discussed.

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