年輕選民之選舉策略、人格特質、生活型態與投票行為之探討-以2018 年九合一選舉台中市選區為例

公民投票被視為發展直接民主最具代表的方式。因此，投票成為人民參選政治最普遍也最常見的行為，亦是民眾最容易參與的型態。然而隨著數位化科技、網際網路、社群平台(Facebook、Line、IG、Youtube、直播、網紅)等新興科技傳播媒介的出現，讓近年來的競選文宣策略有著許多的改變，尤其經常接觸這類新興科技傳播媒介的往往是時下的年輕族群，藉由這類新興文宣模式所能影響的年輕人投票行為將是本研究欲探討的主要議題。本研究以2018年九合一選舉台中市選區為例，探討年輕選民影響投票行為的各項因素，以人格特質、生活型態、人口統計變數、網路資訊管道競選策略(包括注意效力、接觸效力、轉換效力)等，分別進行T檢定、變異數分析及迴歸分析，以瞭解其間之關係。本研究採取網路問卷及紙本問卷調查方式；開放網路年輕使用者，自行上網填答問卷，問卷共計回收350份，經刪除不符合問卷後，有效問卷314份，有效回收問卷89.7%。研究結果發現，年輕選民的年齡層及生活型態對網路競選策略之接觸效力具顯著性差異；而網路競選策略之注意效力對年輕選民的投票行為之關係達顯著。綜上所述，在未來的選舉文宣上，建議候選人在製作網路競選廣告時，除了內容須具吸引力有趣外，同時也要容易設定好關鍵字，讓年輕選民容易收尋到，進行收看，進而可以提高年輕選民之投票支持行為。

關鍵字

網路競選策略；人格特質；生活型態；投票行為

並列摘要

Referendum has always been regarded as the most representative way to develop democracy, and therefore voting has become the most common and most accessible way for young people to participate in politics. However, with the emergence of digital technology, the Internet, social platforms (Facebook, LINE, IG, YouTube, live broadcast, Internet celebrities, etc.) and other emerging technology communication media, there are many changes to campaign strategies, especially for young ethnic groups who often come into contact with emerging technology communication media. The main topic of this study is thus the voting behavior of young people who can be influenced by this emerging model of communications. This study intends to use the 2018 Taichung nine-in-one Elections in Taiwan as a case study to examine the various factors that influence young voters’ behavior. By setting up four different measurements such as personality traits, lifestyle, web election strategy (i.e., attention affects, contact affects, and conversion affects), and demographic variables, this study employs the T-test, ANOVA test, and Regression analysis in order to understand the inter-relationship among these factors. This study utilizes online and paper questionnaires. It received 350 questionnaires, and after rejecting questionnaires that do not conform to standards, 314 effective questionnaires were analyzed. The results of the study find that the age and lifestyle of young voters have significant differences in the effectiveness of contact with online election strategies. Moreover, the attention effectiveness of online election strategies has a significant relationship with young voters’ voting behavior. In summary, in future election announcements, candidates are advised to make online election advertisements in addition to providing attractive and interesting content. At the same time, they should set keywords so that young voters can easily search and view, which in turn can increase voting support by young voters.