구매-공급 협상에서의 협상성과 결정요인 : 협상자 개인특성, 협상정황, 협상전략에 관한 실증연구 = Determinants of negotiation outcomes in buyer-supplier negotiations : an empirical study of personality, social context, and bargaining strategies

국문 초록 (Abstract)

협상성과의 결정요인을 찾아내는 것은 다른 사람과 함께 일하는 모든 사람들에게 있어서 매우 중요한 일이다. 협상은 비즈니스 과정으로서 광범위하게 사용되고 있다. 사람들은 협상의 중요성을 인식하고 있지만, 협상과정에 대한 잘못된 이해와 미숙한 협상기술로 인하여 만족스러운 협상결과를 얻지 못하고 있다.
본 논문은 협상성과와 이에 결정적 영향을 미치는 것으로 추정되는 협상자의 개인특성, 협상정황, 협상전략의 네 변수간의 관계를 살펴본다. 다시 말해서, 본 논문은 협상자의 개인특성, 협상정황, 협상전략이 협상성과에 미치는 영향과 협상자의 개인특성이 협상정황 및 협상전략에 미치는 영향에 대하여 각각 살펴본다. 본 논문에서는 협상자의 개인특성을 집단주의-개인주의, 권위주의-평등주의, 온정주의-합리주의의 세 가지로 구분하고, 협상정황을 정보공유 진실성, 적대감, 시간 압력의 세 가지로 구분하며, 협상전략을 경쟁, 맞대응, 협조의 세 가지로 각각 구분하고 있다.
196명의 대학생을 대상으로 무작위로 2명이 한 쌍이 되도록 98개 쌍을 편성하여 단일 이슈의 경영협상을 실시하였다. 협상 참가자들은 구매자 또는 공급자의 역할 중 하나를 수행하였으며, 자신의 역할과 관련된 정보만을 제공받았다. 협상은 일대일로 1시간동안 진행되었다.
분석결과, 협상자의 개인특성, 협상정황, 협상전략은 협상성과에 유의적인 영향을 미치는 것으로 나타났다. 또한, 협상자의 개인특성은 협상정황 및 협상전략에 대하여 유의적인 영향을 미치는 것으로 나타났다. 하지만, 개인특성, 협상정황, 협상전략이 협상성과에 미치는 영향은 협상자의 역할에 따라서 달라지는 것으로 나타났다. 공급자 집단주의는 공급자의 협상성과에 대하여 긍정적 영향을 미치는 것으로 나타났으며, 이와는 반대로 구매자 집단주의는 구매자의 협상성과에 대하여 부정적 영향을 미치는 것으로 나타났다. 협상 쌍의 적대감은 공급자의 협상성과에 대하여 부정적 영향을 미치는 반면 구매자의 협상성과에 대하여 긍정적 영향을 미치는 것으로 나타났다. 구매자의 경쟁전략은 구매자의 협상성과에 대하여 긍정적 영향을 미치는 것으로 나타났으나, 공급자의 경쟁전략은 공급자의 협상성과에 대하여 유의적인 영향을 미치지 않는 것으로 나타났다. 공급자의 협조전략은 공급자의 협상성과에 대하여 긍정적 영향을 미치지만, 구매자의 협조전략은 구매자의 협상성과에 대하여 부정적 영향을 미치는 것으로 나타났다. 아울러, 본 논문의 연구결과에 대한 이론적·실무적 시사점을 논의하였다.

다국어 초록 (Multilingual Abstract)

Finding the determinants of negotiation outcomes is essential for anyone who works with other people. Negotiation has been used extensively as a business process. People may recognize the need for bargaining but are unsuccessful, because they misunderstand the negotiation process and do not have good negotiating skills.
This dissertation examines the effects of the negotiators' personality, the social context of negotiation, and bargaining strategies on negotiation outcomes. It also investigates the relationships between the negotiators' personality and both the social context as well as the bargaining strategies. This dissertation considered the following variables related to the aforementioned factors: negotiators' personality (collectivism-individualism, authoritarianism-egalitarianism, paternalism-nationalism), social context (the sincerity of information sharing, hostility, time pressure), bargaining strategies (competition, tit-for-tat, cooperation).
One-hundred ninety-six undergraduate students were randomly formed into 98 pairs for a single-issue business negotiation. They were randomly assigned to play the role of either buyer or supplier and given confidential information pertaining to their role. Negotiations were all one-on-one. Participants were given one hour to negotiate.
Results indicate that the negotiators' personality, the social context of negotiation, and bargaining strategies have significant effects on negotiation outcomes. Results also indicate that the negotiators' personality significantly influences both the social context of negotiation and bargaining strategies. The effects of personality, social context, and bargaining strategies on negotiation outcomes, however, differed according to the role of the negotiator. supplier collectivism is positively associated with suppliers' negotiation outcomes; on the contrary, buyer collectivism is negatively associated with buyers' outcomes. A negotiation dyad's hostility is negatively associated with suppliers' outcomes but positively associated with buyers' outcomes. Buyer competition is positively associated with buyers' outcomes, whereas supplier competition does not have a significant effect on suppliers' outcomes. Although supplier cooperation is positively associated with suppliers' outcomes, buyer cooperation is negatively associated with buyers' outcomes. The theoretical and practical implications of this study are discussed.

목차 (Table of Contents)

• 차례 = i
• 표 목록 = iv
• 그림 목록 = ⅴ
• 국문요약 = ⅵ
• 제1장 서론 = 1
• 제1절 문제제기 = 1
• 제2절 연구목적 = 4
• 제3절 연구방법 및 논문체계 = 7
• 제2장 이론적 배경 = 9
• 제1절 협상의 본질 = 9
• 1. 협상의 개념 = 9
• 2. 협상연구의 발달과정 = 11
• 3. 협상과 의사결정 = 15
• 4. 문화와 협상 = 19
• 5. 협상성과 = 29
• 제2절 개인특성 = 31
• 1. 집단주의/개인주의 = 31
• 2. 권위주의/평등주의 = 33
• 3. 온정주의/합리주의 = 34
• 제3절 협상정황 = 35
• 1. 정보공유 = 35
• 2. 관계형성 = 38
• 3. 시간압력 = 40
• 제4절 협상전략 = 41
• 1. 협상전략의 개념 = 41
• 2. 협상전략의 유형 = 43
• 제3장 연구모형과 가설의 설정 = 51
• 제1절 연구모형 = 51
• 제2절 가설의 설정 = 52
• 1. 협상자 역할과 협상력 = 52
• 2. 개인특성과 협상정황 = 53
• 3. 개인특성과 협상전략 = 58
• 4. 개인특성과 협상성과 = 59
• 5. 협상정황과 협상성과 = 61
• 6. 협상전략과 협상성과 = 65
• 제4장 연구방법 = 69
• 제1절 협상실험 = 69
• 제2절 실험참가자 = 70
• 제3절 협상절차 = 71
• 제4절 측정 및 분석 = 72
• 1. 변수의 측정 = 72
• 2. 신뢰성과 타당성 검증 = 74
• 3. 협상자 역할과 협상력 = 77
• 제5장 분석결과 = 78
• 제1절 기초통계 = 78
• 제2절 가설검증 = 80
• 1. 개인특성과 협상정황 = 80
• 2. 개인특성과 협상전략 = 82
• 3. 개인특성과 협상성과 = 84
• 4. 협상정황과 협상성과 = 85
• 5. 협상전략과 협상성과 = 88
• 제6장 논의 및 결론 = 92
• 제1절 연구결과의 요약 = 92
• 제2절 연구결과의 시사점 = 94
• 1. 이론적 시사점 = 94
• 2. 실무적 시사점 = 97
• 제3절 연구의 한계와 차후 연구 = 104
• 참고문헌 = 106
• 부록 1: 질문지 = 135
• 부록 2: 공급자 협상상황 = 139
• 부록 3: 구매자 협상상황 = 146
• ABSTRACT = 153

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163. Evaluations of Self and Others: Self-Enhancement Biases inSocial Judgments, Brown, , 1986

164. Conflict Frames of Reference:Implications for Dispute Processes and Outcomes, Pinkley, Northcraft, , 1994

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171. Self-EnhancementBiases and Negotiator Judgment: Effects of Self-Esteem and Mood, Pommerenke, Kramer, , 1993

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183. A Matter of Trust: Effectsof Communication on the Efficiency and Distribution of Outcomes, Valley, Bazerman, , 1998

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186. Self-Interest and Fairness in Problems of Resource Allocation: Allocatorsversus Recipients, Diekmann, Bazerman, , 1997

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189. Shared Information and Information Sharing:Understading Negotiation as Collective Construal, Brodt, Dietz, , 1999

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191. Resource Allocation in IntimateRelationships: Trying to Make Sense of a Confusing Literature, Chrisman, Clark, , 1994

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193. Significance of Paternalism and Communalism in theOccupational Welfare System of Korean Firms, Kim, , 1994

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195. The More the Merrier? Social Psychological Aspects ofMultiparty Negotiations in Organizations, Kramer, , 1991

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202. On Feeling Good and Getting Your Way: Mood Effects onNegotiator Cognition and Bargaining Strategies, Forgas, , 1998

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209. An InternationalLook at Selection Practices: Nation and Culture as Explanations forVariability in Practice, Page, Ryan, , 1999

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