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谈判者合作动机对谈判过程和结果的影响机制研究
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摘要
谈判是当今社会中处理商业纠纷、解决国际争端和协调人际冲突的最常见的方式之一。谈判者的动机是影响谈判结果的重要因素,谈判中的让步策略和谈判者的跨文化背景是谈判中的关键变量。在解决冲突、争端时,人们的合作动机对解决冲突、形成双向沟通、建立良好的人际关系十分重要。同时在合作动机下,谈判双方灵活、有效使用让步这一重要的谈判策略,激发谈判者的积极情绪,使得谈判过程更加顺利,取得更优的谈判结果,并建立长期关系基础是十分必要的。因此,更好地把握谈判者的合作动机,并了解在合作动机下的谈判策略特别是让步策略的使用,对谈判者有效地解决冲突,提高谈判绩效具有现实意义。
     本文以TKI冲突解决模型和双重关注理论为基础,并依据Graham的谈判理论框架,通过文献分析法对谈判者的合作动机、让步策略和跨文化谈判的理论成果进行综述。其次在综述的基础上对谈判者的合作动机、让步幅度和文化距离进行归纳,分析了合作动机、让步幅度和文化距离之间的关系,提出了研究模型和假设。再次,通过实验研究法和模拟谈判法,收集了15组中国学生间的同文化谈判、27组中国与新加坡的跨文化谈判、20组中国与澳大利亚的跨文化谈判数据,并通过谈判后的问卷调查对实验者的合作动机和满意度进行了测量。接下来,通过验证性因子分析,检验了测量工具的信度和效度。最后,应用SPSS18.0和LISREL8.70对实验结果进行数据分析,验证了谈判者合作倾向对谈判收益和谈判者满意度的影响,以及让步幅度的中介作用和文化距离的调节作用。
     研究结果表明:谈判者的合作动机与谈判收益和谈判者的满意度正相关,特别是当谈判者高关注他人的同时,又高关注自己,也就是说谈判者具有较强的抗屈服能力的时候,会尽可能满足双方的愿望,从而最大化联合收益。让步是与问题解决式策略不同的冲突解决方式,让步幅度与谈判者的合作动机负相关,让步幅度在合作动机和满意度之间起完全中介作用,在合作动机和谈判收益之间起部分中介作用。本文还通过对同文化谈判组和跨文化谈判组的比较,发现文化距离在谈判者合作倾向与谈判收益和满意度之间具有调节作用,关注等级规范、关注长期、关注集体主义的文化属性能更强化合作动机对于谈判结果的作用,而关注平等、关注短期、关注个体主义的文化属性会弱化合作动机对于谈判结果的影响。
     本文构建了谈判动机、让步幅度和谈判结果的实证分析模型,提出了实证研究中让步幅度的度量方法,克服了前期文献在这方面的局限性,指明了让步幅度在谈判动机和结果之间的中介作用,同时运用文化维度理论分析了文化距离在谈判动机和结果之间的调节作用,最后本文强调具有合作动机的谈判者使用问题解决式的谈判策略,会增加谈判收益、提升满意度,提高谈判质量;并在实践中对于如何促成谈判成功提出了一些很好的建议。
Negotiation is one of the most common ways to solve commercial disputes,international disputes and interpersonal conflicts in today’s society. Negotiators’motivation is an important factor of influencing the result of a negotiation. Meanwhile,concession strategy and cross-cultural background of the negotiators are also keyvariables in the whole process of negotiation. To solve problems, form two-waycommunication as well as establish the basis of good interpersonal relationship,negotiators’ cooperative orientation acts as a crucial factor when settling a dispute orconflict. And under well initiated cooperative orientation, the effectively use ofconcession strategy will motivate the rivals, which can help pushing the negotiationforward, achieving a better result and establishing long-term interpersonal relationship.Therefore, identifying well cooperative orientation and using effective negotiatestrategies, like concession strategy have practical significance in solving conflicts andimproving the efficiency of negotiation.
     This dissertation takes TKI conflict solving model and dual concerning theory asthe basis, and cites Graham’s negotiation theory as the theoretical framework. Firstly,we summarize the researches about cooperative orientation of negotiators, concessionstrategy and cross-cultural negotiation. Then, on the basis of review, we sum up thecooperative orientation of negotiators, concession degree and culture distance, analyzetheir interactions and propose appropriate models and assumptions. Thirdly, we collectthe comparative data of15intra-cultural negotiation groups of Chinese students,27inter-cultural groups between China and Singapore,20inter-cultural groups betweenChina and Australia, as well as the questionnaire about negotiators’ cooperativeorientation and satisfaction degree after negotiation. Through confirmatory factoranalysis, we conduct credibility and validity tests of the measurement instruments. Byanalyzing the test results with SPSS18.0and LESREL8.70, we finally verify howcooperative orientation affects the negotiation income and negotiators’ satisfaction, andsuccessfully prove the mediate effect of concession degree and moderate effect of culture distance.
     The results show that: cooperative orientation of negotiators has a positive relationwith negotiation income and negotiators’ satisfaction, which is significant when thenegotiators play a high attention to themselves and others. In other words, when thenegotiators have a strong ability of resistance to yield, they will meet the desire of bothsides as far as possible to maximize the income. Concession is a different conflictsolution with the problem-solving strategy. Concession degree has a negative relationwith cooperative orientation which has a complete mediating effect between cooperativeorientation and satisfaction and has a part mediating effect between cooperativeorientation and negotiation income. This dissertation also finds that the culture distancehas a moderating effect between cooperative orientation of negotiators and negotiationincome and satisfaction by comparing the intra-cultural negotiation groups andinter-cultural negotiation groups. Meanwhile, we find that playing attention on levelstandard, long-term and collectivism cultural attribute can strengthen the effect ofcooperative orientation on negotiation income, and playing attention on equality,short-term and individualism cultural attribute can weaken the effect of cooperativeorientation on negotiation income.
     This dissertation has established a empirical analysis model of negotiationmotivation, concession degree and the result of negotiation. In the process, we proposea measurement of concession degree. By doing so, we make a breakthrough in this areaof study and find that concession degree have a mediating effect between negotiationmotivation and results. Also, this dissertation discusses the moderating effect of culturedistance between negotiation motivation and results by Culture Dimensions Theory. Inthe end, we emphasize some suggestions for negotiators with strong cooperativeorientation that they can adopt problem-solving strategy to increase negotiation incomeand improve the negotiation satisfaction and quality. The study can contribute goodtheoretical knowledge about the mediating effect of concession degree and moderatingeffect of culture distance, as well as some useful suggestions on how to conduct asuccessful negotiation in practice.
引文
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