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選舉行銷策略之前因與對選民投票行為影響之研究-以2006年高雄市市長選舉為例

Research on Election Marketing Strategy and Its Effect on Voter Behavior-The Case of 2006 Kaohsiung Mayor Election

摘要


影響選民投票行爲之研究一直是民主國家跨領域的研究議題,國內外學者針對選民投票行爲除了政治、文化、心理面向的研究外,研究架構甚少以選舉行銷策略爲探討重心,有鑑於此,本研究運用Newman(1999)提出的投票行爲理論爲基礎,結合候選人產品屬性、政府施政表現、負面競選及選舉行銷策略等變項的運用,探討對投票行爲之影響;本研究以高雄市參與投票之選民爲抽樣對象,依選民比例將高雄市11個行政區進行分層隨機抽樣取得樣本資料,並利用結構方程式(SEM)進行分析,其中有效樣本爲228份。本研究主要目的是建立以候選人產品屬性、政府施政表現、負面競選及選舉行銷策略爲主要變項,探討對投票行爲影響之整合架構,並驗證整體樣本模式與探討分群投給「陳菊」及「黃俊英」兩組樣本之差異,進而分析其線性關係及意義,同時分析M型的投票行爲可能存在的模式,說明不同政治立場的選民在候選人產品屬性及政府施政表現對選舉行銷策略觀點上的差異,研究結果顯示本研究整體模式配適標準及模式內在結構配適度均達檢定水準,表示本研究的理論模型獲得支持,其中研究假設僅負面競選無法直接影響投票行爲,其餘各變項之相關假設都成立,同時從整體樣本、投給陳菊及黃俊英樣本之效果討論發現選舉行銷策略的關鍵性角色。

並列摘要


The research effect on voter behavior has been a inter-discipline issue for democratic nations. The research is mostly structured by political, cultural, and psychological perspectives; however, the effect of election marketing strategy on voting behavior is rarely regarded both at home and abroad. Hence, theory of voting behavior based on Newman (1999), this essay is going to discuss how voting behavior is affected while candidate product attribute, government performance, negative Campaign and marketing strategy, are connected altogether. In terms of the eleven administrative districts in Kaohsiung city, the stratified random sampling is portioned with the voting population which is analyzed by SEM. This research has 228 effective samples. The object of this research is setting candidate product attribute, government performance, negative campaign and marketing strategy as primary variables, to analyze the integration of the variables and the effect on voting behavior. Meanwhile, examining the total sample model and the difference between Chen Chu and Huang Jun-jing's voting samples. In addition, an analysis of its linear relationship and significance will be inferred. Lastly, the possible pattern of M model voting behavior's occurrence is going to be talked over for explaining how voters' political positions differentiate whose perspectives on candidate product attribute and government performance. In that case, the research results show that the fitness standard of the global mode and the structure fitness of the inner mode reach the statistical test level. The model of the theory in this research is, therefore, approved. Despite the void of connection between negative campaign and voting behavior, the assumptions relate to the rest of variables are tenable. Moreover, the importance of election marketing strategy is clearly verified in the discussion on total sample model and the difference between Chen Chu and Huang Jun-jing's voting samples.

參考文獻


陳陸輝(2002)。政治信任感與臺灣地區選民投票行爲。選舉研究。9(2),65-84。
張佑宗(2006)。選舉事件與選民的投票抉擇:以台灣2004年總統選舉爲分析對象。東吳政治學報。13,121-159。
自由電子報=The Liberty Times Web(2006/128/04)
遠見雜誌=GVSRC News Release
聯合電子報=United Dally News Web

被引用紀錄


邱鈺晴(2016)。影響首投族投票行為之關鍵因素〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201600222

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