蔡英文總統的領袖魅力對民眾支持度影響之研究:以社群媒體及傳統媒體的使用行為為干擾變項

魅力領導一直以來都是領導者獲取民眾信賴的重要利器，以前的政治人物一直以傳統媒體為媒介來宣傳自身的魅力以及獲取民眾的支持，然而現代社會主要觀看的行為漸漸地轉向了社群媒體。社群媒體對政治人物而言已經是不容小看的宣傳平台了，民眾透過在傳統媒體以及社群媒體上使用以了解政治人物的魅力並轉而支持特定的政治人物。本研究旨在探討蔡英文的領袖魅力在民眾在社群媒體以及傳統媒體上的使用行為對民眾支持度的影響。本研究經實證調查並透過統計檢定分析後有下列重大的發現。1. 蔡英文總統仍受到民眾的支持，其仍有一定的魅力。2. 社群媒體較容易降低民眾對蔡英文總統的支持。3. 女性支持者較容易接收到魅力訊號。4. 蔡英文總統的願景不容易被傳統以及社群媒體傳播出去。5. 傳統媒體依然是政治人物傳播自身魅力最好的傳播媒介。6. 蔡英文總統在社群媒體上的表現會影響到民眾對她的支持。

關鍵字

魅力領導；支持度；社群媒體；傳統媒體

並列摘要

Charismatic leadership has always been an important tool for leaders to gain the trust of the people. In the past, politicians have used traditional media as a medium to promote their own charm and obtain support from the people. However, the behaviors mainly watched in modern society have gradually turned to social media. . Social media is no longer a propaganda platform for politicians. People use traditional media and social media to understand the charm of politicians and turn to support specific politicians. This research aims to explore the influence of Tsai Ing-wen’s charisma on public support in social media and traditional media. After empirical investigation and analysis through statistical verification, this research has the following major findings. 1. President Tsai is still supported by the people, and he still has a certain charm. 2. Social media is easier to reduce popular support for President Tsai. 3. Female supporters are more likely to receive charm signals. 4. President Tsai’s vision is not easily spread by tradition and social media. 5. Traditional media is still the best communication medium for politicians to spread their own charm. 6. President Tsai’s performance on social media will affect public support for her.