人格特質與施政滿意度：以馬英九總統為個案的探索性研究

Personality Attributes and Popularity: A Case Study of President Ma's Popularity

包正豪(Cheng-Hao Pao)

《法政學報》 25期 (2013/12) Pp. 1-26

摘要

本文探討影響總統施政滿意度的因素，藉由國外的相關文獻作為建構理論架構的依據，以領袖人格特質和政黨認同、族群意識、統獨立場等政治態度作為影響施政評價的因素來建構模型，嘗試以新視角來分析影響總統施政滿意度的關鍵因素。研究發現指出，影響總統施政滿意度的關鍵因素有：領袖人格特質當中的品格、度量、是否具備遠見和決斷力，以及追求公益與否等五項；同時還包括屬於政治態度變數的政黨認同和台灣人意識。簡要來說，當民眾對總統的決斷力、追求公益或具備遠見與否、品格，以及度量等特質的評價愈高時，總統施政滿意度會上升。此外，當民眾的政黨認同和總統個人相同時，該民眾會給予總統較高施政評價。但當民眾的政黨認同與總統相異，亦或是民眾本身具備台灣人意識時，該民眾則傾向給予馬總統較低的施政評價。

關鍵字

總統施政滿意度 ； 施政評價 ； 人格特質

並列摘要

This essay attempts to measure micro variables to examine factors that affected President Ma's popularity. It is found that perceptions of leadership quality depend upon personality attributes. Moreover, it has been demonstrated that the most important personality attributes are those which contribute to the belief that a leader can govern in a business-like fashion. With President Ma as a case study, it is found that the most important personality attributes are moral quality, decisiveness, listens to reason, and acting in the public interests. Apart from personality attributes, party identification and Taiwanese consciousness are also found to affect presidential popularity.

並列關鍵字

presidential popularity ； performance evaluation ； personality attributes