협상자 개인 특성과 협상성과 : 협상자의 역할을 고려한 실증연구

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 study examined the effects of the negotiators’ personality on negotiation outcomes while investigating the negotiation power between the negotiators. This paper considered collectivism, power distance, rationalism as negotiators’ personality. One-hundred ninety-six undergraduate students formed into 98 pairs for a single-issue business negotiation 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 and they had one hour to negotiate. Results indicated that the negotiators’ personality had significant effects on negotiation outcomes and that the effects differed according to the role of the negotiator. Suppliers’ collectivism is positively associated with suppliers’ negotiation outcomes, whereas buyers’ collectivism is negatively associated with buyers’ negotiation outcomes. Each of suppliers’ and buyers’ power distance has no significant effects on their own negotiation outcomes. However, each of suppliers’ and buyers’ rationalism is negatively associated with their own negotiation outcomes. We discussed the implications of these results for theory and practice.