The first referendum in the history of presidential campaign in Taiwan was held together with 2004 presidential campaign. This referendum had caused the conspiracy between US, China and Taiwan while pan blue parties accused of 「referendum ties with campaign」which caused protest. The consequence of referendum was denied for voting tickets below 50% which had not met the legal rule. The purpose of this study is to explore the influences of television debate, propaganda of advertisings and pan-blue parties propaganda against referendum to people's choice of pro or con referendum and their choice of the president. This study was an exit poll which was held at eleven exits of randomly assigned voting places. 1781 person were effectively interviewed. This study has found that people whose media use less or using television debate less had leaned toward picking out referendum tickets, the significance is p<.001, and people whose media use or using television debate more had leaned toward not picking out referendum tickets which significance is p<.001. The province, sex and age have impacts on the decision of referendum, the significance is p<.05, while the association between party, media use or television debate use and referendum is very high, p<.001.
The first referendum in the history of presidential campaign in Taiwan was held together with 2004 presidential campaign. This referendum had caused the conspiracy between US, China and Taiwan while pan blue parties accused of 「referendum ties with campaign」which caused protest. The consequence of referendum was denied for voting tickets below 50% which had not met the legal rule. The purpose of this study is to explore the influences of television debate, propaganda of advertisings and pan-blue parties propaganda against referendum to people's choice of pro or con referendum and their choice of the president. This study was an exit poll which was held at eleven exits of randomly assigned voting places. 1781 person were effectively interviewed. This study has found that people whose media use less or using television debate less had leaned toward picking out referendum tickets, the significance is p<.001, and people whose media use or using television debate more had leaned toward not picking out referendum tickets which significance is p<.001. The province, sex and age have impacts on the decision of referendum, the significance is p<.05, while the association between party, media use or television debate use and referendum is very high, p<.001.