媒介使用對投票抉擇之影響：以2014年臺北市長選舉為例

The Impact of Media Use on the Voting Choice: The Example of the 2014 Taipei Mayoral Election

吳旻穎(Min-Ying Wu)

指導教授 ： 李仲彬

淡江大學/商管學院/公共行政學系公共政策碩士在職專班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00175

摘要

本研究主要目的是探討在新興媒介興起之後，選民會如何利用何種媒介去瞭解選舉資訊及候選人，而新興媒介又是否會影響選民對候選人的看法，進而影響選民的投票抉擇。
本研究使用TEDS2014所作問卷題目及1,133份面訪結果，並輔以文獻資料加以分析探討。依據研究發現提出研究限制及建議，供後續研究者參考。
本研究之發現為：
一、在電視、廣播、報紙及網路等媒介使用上，廣播是最不會接觸
使用的媒介，網路是受訪者最常接觸使用的媒介。但如果將接觸
的時間來看，電視則為最高的使用媒介。
二、在個人屬性資料中，僅有年齡、族群與投票抉擇是有顯著關係
的。
三、政黨認同與投票抉擇係有顯著關係的。
四、在候選人形象中，如那一位候選人比較有做事的能力、比較瞭
解民眾需要、比較清廉、比較值得信賴與對民眾服務較熱心都
與投票抉擇是有顯著關係。
本研究之限制為:
一、因是使用次級資料，所以在題目設定上未能很直接清楚的點出
研究議題。
二、所得問卷資料筆數僅有1,133人，爰此研究結果尚無法代表全台
北市民。
三、受訪民眾年齡層偏高，年輕族群意見比例不多。
本研究之建議為：
一、因新興媒介的使用普及，對於選民投票抉擇所產生的影響可能會
日漸加劇，建議此議題可以持續再研究。
二、建議日後可依研究需要，設定更為細緻的題目，讓研究結果可以
更明確，且可以再研究其他縣市，比較直轄市與縣市在新興媒介
的使用上，是否有差異。

關鍵字

新興媒介 ； 投票抉擇 ； 候選人形象 ； 政黨認同

並列摘要

The aim of the present study was to investigate, following the rise of emerging media,what kinds of media would be used by the voters to know about an election and the candidates and whether or not emerging media would affect the voters’opinions on the candidates to subsequently influence their voting choice.
In the study, along with literature data, the TEDS2014 questionnaire was used and results from 1,133 interviews were obtained to carry out further analysis. Based on
the study’s findings, limitations and suggestions were proposed for researchers to take as reference in subsequent studies.
Findings of the study were as follows:
1.On the use of television, radio, newspaper and internet-
based media, radio was the least used type of media, and
the internet was the most frequently used media among the
interviewees. However, in terms of the length of
exposure, television was the most highly used media.
2.Looking at personal attributes, only age and ethnicity
demonstrated significant relationships with voting choice.
3.There was a significant relationship between party
identification and voting choice.
4.Regarding candidate images, voting choice was
significantly related to a candidate being more capable
of accomplishing something, being more understanding of
people’s needs,being more clean-handed, being more
trustworthy and being more enthusiastic about serving the
people.
Limitations of the study were as follows:
1.As a result of using secondary data, the issue under
study could not be directly and clearly pointed out in
the title of this paper.
2.Results of the study could not represent all Taipei
residents for the questionnaire data only included 1,133
respondents.
3.The ages of persons interviewed were slightly on the high
side as young people’s opinions accounted for only a
small proportion.
Suggestions of the study were as follows:
1.As emerging media become more and more popular, their
impact on the voting choice of voters may gradually
increase. Therefore, further research on this issue was
suggested.
2.It was suggested that, in the future, more detailed
titles can be set up according to research needs to allow
for clearer, more specific results, and moreover, studies
of other counties/cities and studies comparing special
municipalities and counties/cities can be conducted
to examine whether or not there are any differences in
the use of emerging media.

並列關鍵字

emerging media ； voting choice ； candidate images ； party identification

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