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系統識別號 U0026-0812200911532731
論文名稱(中文) 線上調解者在商議者間信任與不信任情況下依媒體種類進行調解策略之效果
論文名稱(英文) The Effects of Online Mediator’s Strategies under Trust and Distrust Conditions on Different Communication Media
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 94
學期 2
出版年 95
研究生(中文) 徐雅玲
研究生(英文) Ya-Ling Hsu
學號 r5692116
學位類別 碩士
語文別 中文
論文頁數 94頁
口試委員 口試委員-洪新原
指導教授-陳正忠
口試委員-蔡東峻
中文關鍵字 信任  網路拍賣  調解  糾紛  媒體種類  線上調解  妥協等級  媒體豐富性 
英文關鍵字 Mediation  Dispute  Trust  Media Category  Cybermediation  Media Richness  Online Auction  Concession Degree 
學科別分類
中文摘要 網路拍賣近年來相當熱門,但買賣交易過程不時有糾紛發生,美國網際網路詐欺投訴中心統計網路詐欺案件總量、類型呈現逐年增加的趨勢,於是當買賣雙方發生交易紛爭時申請調解服務的需求性具有一定的市場規模。網站致力使線上溝通的媒體更具豐富度已成為一種趨勢脈動,在調解時是否只單純根據媒體豐富度而影響調解效果,為探討主題一。拍賣網站上,交易雙方的信任度可從有形的評價機制上建立,而商議者間信任度是否會影響調解效果,為探討主題二。調解者在調解過程中,針對調解策略的運用會如何影響調解效果,為探討主題三。最後針對媒體、信任度、以及調解策略的交互作用會如何影響調解效果,為本研究探討主題四。
針對上述的問題,本研究使用Visual Basic模擬線上即時溝通媒介,選擇實驗設計來探討商議者間讓步妥協程度以及認知情形。經過實驗與資料分析的結果,本研究提出以下幾點的研究發現,針對讓步妥協程度:(1)在具有時間壓力的情況下,調解者在協調策略上針對不信任的受測者較偏向用壓迫策略,會比建立和諧策略使商議者達成讓步妥協的程度更顯著。(2)商議者不會因為彼此的信任或不信任而改變讓步妥協的程度。(3)媒體豐富性越低,商議者的讓步妥協程度越高。針對認知情形:(4)當商議者在彼此不信任的情形下,會比彼此信任認為調解者使用壓迫策略為一種更被需要的方式。(5)調解者使用壓迫策略時,會比建立和諧策略更讓商議者認為不公平。(6)媒體豐富性越低,越需要調解者居中協調。(7)媒體豐富性越高,越會增加未來談判的可能性。
當商議者彼此不信任的時候,可以選擇非即時性的溝通媒體如電子郵件,並在限制時間內使用壓迫策略是比較好的方式;而當商議者間彼此信任時,可以鼓勵使用互動性佳的溝通媒體如即時訊息,而避免使用非即時性溝通媒體,此時商議者對於調解者的需求度較少,針對音訊媒體時調解者可使用涉入性較不強的策略。


英文摘要 Due to the popularity of online auction, the dispute within transactions is constantly occurring; therefore the demand of online auction dispute mediation makes the existance. More media richness is all website devotes to do, whether media richness affects the mediation effect is the first research topic. Trust between buyer and seller on online auction may consult reputation system, whether trust degree affects the mediation effect is the second research topic. Mediators employ different mediation strategy makes diversity mediation affects, whether to affects is the third research topic. Finally, what if the three factors makes interaction effects, how to affects the mediation effects is the forth research topic.
This study adopts Visual Basic to simulate online immediately media communication systems and employ experience design to discuss the concession degree and recognition situation between negotiators. As the experiment and data research result, this study addresses some research detect. To concession degree: (1) Under high time pressure situation, mediator tends to employ a pressure strategy to distrusting negotiators and therefore can make negotiators release more concession degree situations. (2) More trusting will not let negotiators make more concession. (3) Less media richness will let negotiators make more concession. To cognition situation: (4) Negotiators whose mediators use a pressing strategy will report a greater need for the mediator’s assistance when they face a distrusting opponent than a trusting opponent. (5) Mediator use a pressing strategy will be believed by negotiator that the mediator is less fair. (6) Less media richness will report a greater need for the mediator’s assistance. (7) More media richness will make more probability of negotiation in the future.
When negotiators distrust each other, mediator may recommend indirectly media to communicate with high time pressure situation exercising a pressure strategy. As negotiators trust mutually, mediator may advice directly media to communicate and employ low involved strategy.


論文目次 目錄
第一章 緒論 1
第一節 研究背景與動機 1
(一)調解的研究背景與動機 1
(二)使用科技技術溝通的研究背景 2
(三)台灣目前線上拍賣的法律環境 3
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 調解 7
(一)調解的定義 7
(二)線上調解(Cybermediation) 7
(三)與傳統調解不同之處 8
(四)調解的決定因素 9
(五)調解技巧與策略 10
(六)具有時間壓力的調解 13
(七)引發調解者策略的效應的理論 15
第二節 媒體豐富性之研究 19
(一)媒體豐富性 19
(三)以電腦為媒體的溝通模式不具備影像聲音之純文字媒體 21
(四)媒體豐富性與任務複雜度間的關係 22
(五)媒體豐富性與商議者間的關係 23
第三節 信任 25
(一)信任的定義 25
(二)信任與不信任的協商者在調解上的反應 26
(三)信任與不信任在網路拍賣上的判斷方式 26
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假設 29
第三節 研究變數的操弄及衡量方式 32
第四節 實驗情境設計 33
(一)網路拍賣服務商 33
(二)網路糾紛事件設計 33
(三)糾紛產品項目 35
(四)實驗情境模擬 36
第五節 實驗設計 37
(一)實驗對象 38
(二)實驗工具 38
(三)調解方案 39
(四)實驗後問卷 41
第三節 實驗步驟 41
(一)前置階段 41
(二)實驗階段 42
第四章 實證分析 44
第一節 受測者基本資料之敘述性統計 44
(一)受測者基本特徵描述 44
(二)受測者網路拍賣經驗描述 45
第二節 研究變數操弄性檢驗 49
第三節 研究假設驗證分析 50
第四節 小結 71
第五章 結論與建議 73
第一節 結論 73
第二節 建議 75
第三節 研究貢獻 77
第四節 研究限制 78
參考文獻 79
附錄一 實驗後問卷 87
附錄二 實驗過程內容 90

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中文文獻
王志仁(民國94年9月28日)。其實,是Skype購併了eBay。數位時代,114,http://tw.news.yahoo.com/050928/78/2cscj.html
法務部。鄉鎮市調解與民事和解不同地方在那裡:http://www.moj.gov.tw/chinese/c_sample_detail.aspx?id=158&kind_id=15
行政院消費者保護委員會。何謂消費爭議?:http://www.cpc.gov.tw/Frame_index_specialCID.asp?SpecialCID=433
日本Yahoo!拍賣網遭集體訴訟,索賠一億日圓。FIND首頁/網路脈動/電子商務http://www.find.org.tw/find/home.aspx?page=news&id=3642

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