隨者全性化電子商務的盛行，電子化談判的需求與日俱增。近年來，像是MSN Messenger、雅虎即時通的IM同步通訊軟體（Instant Messaging software）也越來越受歡迎。雖然這類型的IM通訊軟體使得人們可以透過網路，與遠在各地的人們進行談判或者溝通。
過去文獻指出IM的溝通方式在媒體豐富度比面對面的溝通方式較低。此外，許多學者也證實溝通工具的媒體豐富度對於談判者的行為和談判結果有影響。為了改善IM工具的媒體豐富度較低的問題，現今許多的IM軟體都提供表情符號讓使用者點選使用。由於在IM工具越來越流行使用表情符號，因此本篇研究的目的為了解表情符號在同步電子化談判中產生的影響。透過在電腦教室進行模擬談判的實驗方式，了解表情符號對於談判過程以及談判者溝通能力的影響。

Following the booming of global e-business, the demand for online negotiations is growing apparently. Recently, instant messaging (IM) software such as Microsoft MSN, Yahoo messenger has become very popular synchronous communication tool. Although the instant messaging tools make people can negotiate or communicate with each other synchronously over the Internet, in terms of the richness of communication media, instant messaging is leaner than that of traditional face-to-face. Previous studies have demonstrated that the media richness of communication has effect on negotiation behavior and result. To improve the richness of the instant messaging, many instant messaging tools have provided a variety of emoticons for user. Due to the popularity of instant messaging and emoticon usage, the purpose of this study is to investigate the effects of emoticons on synchronous e-negotiation environment. In this study, we conducted a lab experiment to simulate synchronous negotiations. The findings reveal that emoticons have effects on negotiation process and negotiators’ communication ability.

Table of Contents
CHAPTER 1. INTRODUCTION 5
1.1 Popularity of E-Negotiation 5
1.2 Role of Emoticons in Communication and Negotiation 6
1.3 Motivation and Research Purpose 7
CHAPTER 2. LITERATURE REVIEW 9
2.1 Negotiation and E-negotiation 9
2.1.1 Basic Concepts of Negotiation 9
2.1.2 Structure of E-Negotiation 10
2.2 The Effect of Communication on Negotiation 12
2.2.1 Computer-Mediated Communication & Negotiation 12
2.2.2 Media Richness Theory 13
2.2.3 Computer-Mediated Communication & Emoticon & Negotiation 15
2.2.4 Social-Emotional Communication & Communication Effectiveness 18
CHAPTER 3. RESEARCH MODEL AND HYPOTHESES 21
3.1 Research Model 21
3.2 Hypotheses 23
3.2.1 Emoticons and Negotiator’s Communication Ability 23
3.2.2 Expressive Ability, Understanding Ability and Social-Emotional Communication 25
3.2.3 Expressive Ability, Understanding Ability and Perceived Control Level 26
3.2.4 Social-Emotional Communication and Communication Effectiveness 27
4.2 Negotiation Support Systems 30
4.3 Questionnaire 33
4.3.1 Perceived Expressive Ability and Perceived Understanding Ability 33
4.3.2 Positive and Negative Socio-Emotional Communication 33
4.3.3 The Perceived Level of Control 34
4.3.4 Communication Effectiveness 34
4.4 Subjects 37
4.5 Implementation 37
CHAPTER 5. ANALYSIS AND RESULTS 40
5.1 Descriptive Statistics 40
5.2 Exploratory Factor Analysis 40
5.3 Hypotheses 1 and 2 Testing 44
5.3.1 Emoticons and Negotiators’ Expressive Ability and Understanding Ability 44
5.4 Partial Least Square Analysis 45
5.4.1 Reliability and Validity 46
5.5 Hypotheses Testing 48
5.5.1 Expressive Ability, Understanding Ability, and Social-Emotional Communication 48
5.5.2 Expressive Ability, Understanding Ability, and Perceived Control Level 50
5.5.3 Social-Emotional Communication and Communication Effectiveness 50
5.6 Discussion 51
CHAPTER 6. CONCLUSIONS 53
6.1 Empirical Findings and Applications 53
6.2 Limitations 54
6.3 Future Research 54

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