- 期刊
選舉行銷多構面量表之建構與實證研究
An Empirical Study of Dimensional Scale on Election Marketing
摘要
選民投票行爲是以往研究關注的指標，候選人條件、政府施政表現及選舉選舉促銷活動有助於候選人擬定選戰決策，此意謂候選人條件、政府施政表現及選舉促銷活動在選戰過程中對選氏的投票行爲扮演著關鍵性的角色。儘管國內外學者對選民的投票行爲提出相關架構，然而影響選民投票行爲如何加以量化？如何客觀衡量？卻甚少討論；因此，發展信度、效度俱佳之衡量選民投票行爲量表，遂成爲選舉研究者努力的目標。本研究首先引據Rosema(2005)針對歐洲的投票行爲所發展的「投票理論模型」並經由文獻回顧建構候選人條件、政府施政表現及選舉促銷活動對投票行爲之模型並加以驗證，研究結果以期提供選舉研究在學術及實務上的應用。
並列摘要
Voter behavior has always been an important index in election research. Candidate features, government performance and election activities are used to make decisions about election campaign strategies. Candidate features, government performance and election marketing strategies all have a strong effect on voting behavior. Many local and foreign scholars have researched voting behavior. However, how can voting behavior be quantified? How can it be measured objectively? Many marketing researchers are concerned about this key point. The objective of this paper is to develop a scale with good reliability and validity for measuring voting behavior. The purpose of this research is to construct candidate features, government performance and the effect of election marketing strategy on voting behavior using a model by Rosema (2005). It is hoped the findings will be applicable both to academic research and election practice.
延伸閱讀
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