- 學位論文
以層級分析法探討地方選舉勝選關鍵成功因素之研究
Applying Analytic Hierarchy Process （AHP） to Explore the Critical Success Factors of Local Election
摘要
選舉是非常困難且複雜的過程，除了候選人個人的意志之外，許多外部因素皆會影響到選舉結果，包括候選人的個人特質及選民服務品質等。尤其是地方民意代表的選舉特別重視選民服務，選民服務工作事項龐雜繁瑣，包含了有形的爭取地方建設實體設施及無形的個人權益服務等，這些為民服務的實際作為皆會影響到後續的選舉結果。 本研究主要目的在探討地方選舉中影響勝選的關鍵成功因素，研究首先藉由文獻探討找出影響地方民意代表勝選之相關因素，運用層級分析法（AHP）建立一個分析架構，本研究以「政策議題」、「政治資源」、「形象特質」、「行銷特色」及「競選團隊」五大構面建構層級分析樹，同時並發展出15 個評估準則。透過AHP分析程序，明確計算出各構面、評估準則間相互之權重，合理研擬出影響地方民意代表勝選因子之關鍵成功因素。研究顯示，在現職政治人物及一般市民兩個分群的分析結果中，他們所共同重視的準則計為「服務品質」、「人格特質」兩大項，本研究結果可做為地方選舉候選人擬定選舉策略之參考。
並列摘要
The election is a challenging and complicated process. In addition to the individual determination of the candidate, many external factors will affect the results of the election, including the candidate's personality traits and the quality of voter services. In particular, the election of local public opinion representatives pays special attention to voter service. Voter service work is complicated and cumbersome, including substantial efforts to construct physical facilities and intangible personal rights services. These services quality for the people will affect the subsequent election results. The primary purpose of this research is to explore the critical success factors that affect the victory of local elections. We reviewed the literature to find out the relevant factors that affect the achievement of the local election and used the Analytic Hierarchy Process (AHP) to establish an analysis hierarchy. There were five constructs used to develop the hierarchy: policy issues, political resources, image characteristics, marketing strategies, and campaign team. In addition, there were 15 evaluation criteria set in the hierarchy tree. Through the AHP analysis process, the mutual weights of the various dimensions and evaluation criteria are calculated. The critical success factors that affect the victory of the local election are reasonably explored. The research results show that in the analysis of the two groups of incumbent politicians and ordinary citizens, the criteria that they both concerned are "service quality" and "personality traits." The candidates for local elections can refer to the results of this research to develop their election strategies.