在民主化的社會中,選舉是選民最普遍參與政治的方式,以往選民多透過電視、報紙或廣播來了解候選人的相關訊息,但隨著網際網路的發達與應用型式的創新,部落格亦逐漸成為政治傳播的重要溝通管道。2009年所舉行的三合一縣、市長選舉期間,就有許多候選人利用部落格作為發佈新聞稿以及對外溝通的窗口。 在傳播研究的領域中,「媒體可信度」(Media credibility)一直是相當受關注的研究議題;從50年代初期的來源可信度與勸服效果,一直到近期的網路可信度研究,相關文獻成果深入豐富且維度多元。本研究即以可信度研究為基礎,以2009年三合一選舉中候選人部落格的使用者為研究對象,利用網路問卷調查方法來探討使用者對競選部落格的可信度評價,並進一步分析其相關因素。 本研究結果發現,不管受訪的選民是男性或者是女性,在部落格可信度評估、使用動機或者是媒體依賴皆沒有明顯的差異。在年齡上,年齡越小的選民對「部落格可信度評估」就愈高,使用動機上也愈傾向於「訊息搜集」。在媒介依賴方面,選民大多以「電視」來獲取候選人資訊,而以電視為主要訊息來源的選民對候選人部落格可信度的評價明顯低於以候選人部落格為主的選民。最後本研究依據分析結果,提出相關建議,希冀對後續選舉部落格之應用與可信度相關研究有所助益。
Weblog has been a very popular medium for candidates to do their campaigns in recent years. During the Three-in-One election last year (2009) in Taiwan, many candidates employed Weblog to issue news or communicated with voters. In the field of Communication research, media credibility has been an important topic which starts from the persuasion research in 1950s to recent studies of internet. Based on the literature of credibility research, the current study employed an online survey during the month right before the 2009 election in Taiwan to investigate users’ perceived credibility of political blogs and the relationship between factors of media reliance and use motivation. The current research found that younger voters tended to perceive a political blog with higher credibility, and their using motivation tended to be information searching. Most voters relied on TV to get information, and the perceived credibility of political blog by users who mainly relied on TV was significantly lower than users who relied on weblog. Based on findings, more discussions were included.