民意代表候選人形象管理關鍵因素之研究

現在選民意識抬頭，選舉相比過去競爭激烈，各政黨如何獲得選民青睞成為關注的焦點之一。根據過去文獻大多都在探究「政黨認同」或「傳統媒體對選戰的影響」，鮮少針對候選人本身形象進行著墨。然而，隨著時代變遷，政黨認同的影響力逐漸式微，取而代之的是「候選人形象」，成為決定選民投票抉擇的重要因素，因此本研究希冀以建立候選人形象相關因素進行深入探討。本研究旨在蒐集過去相關文獻，建構出影響「建構候選人形象」之評估架構。再者，運用DEMATEL-based ANP (D-ANP)探討影響建構候選人形象之關鍵準則相互影響的關係。最後，本文運用Importance- Performance Analysis (IPA)決定需要改善的準則。根據結果顯示，本研究在委員專家問卷共找出10個準則，分別為政黨(C1)、政治網絡(C4)、從政經驗(B5)、政見(D1)、議題立場(D2)、競選策略(D3)、選區計畫(D4)、新聞曝光度(E2)、社群與粉絲互動(E3)、媒體形象(E1)、民意調查(E4)；而在助理專家問卷則找到10個關鍵準則，從政經驗(B5)、政黨(C1)、政治網絡(C4)、媒體形象(E1)、政見(D1)、議題立場(D2)、競選策略(D3)、選區計畫(D4)、選民個案服務(D5)、新聞曝光度(E2)，不論是專家或助理皆顯示媒體形象與從政經驗互為影響。最後，根據IPA瞭解重要準則之績效，探討各準則應採取的管理手法，提供相關建議予以政治從事者以及後進研究者參考。

關鍵字

候選人形象；選舉策略；決策實驗室法；網路分析程序法；重要表現程度分析法

並列摘要

The awareness of public opinions has raised and its election has been far intense from before. How to earn the concern to become the spotlight in the crowded is the emphasis for every party. According to the research in the past, which probe into the “party identification” and “the influence of the traditional social media to the election”, those were not paying attention to the candidates themselves. However, as time goes by, the influence of party identification has been declined, instead, the image of candidates become the fatal element to voter to vote for. Thus, the research is aim to build the image of candidate and related elements and study into it. The research is aim to collect the reference literature in the past, which is the analysis structure of building the image of candidates. Moreover, implement the D-ANP to explore the image of the candidates and the relationship of the mutual influence. Eventually, take advantage of the IPA to determine to where we need to improve on the doctrine. The outcome of the research shows that the questionnaire of the committee expert is founded 10 criterions, including party(C1), political network(C4), politics experience(B5), platform(D1), issue standpoint(D2), campaign strategy(D3), constituency plan(D4),the exposure rate of news(E2), interaction with the fans and social platform(E3), image of social media(E1), polling(E4). Then, the questionnaire of the expert assistance is founded ten essential criterions, including politics experience(B5), party(C1), political network(C4), image of social media(E1), platform(D1), issue standpoint(D3), constituency plan(D4), case service of voter(D5), exposure rate of news(E2). Regardless that the questionnaire of expert or assistance shows that the image of social media and the politics experience are mutual influence, we’ll study method, which should be adopted in the guidelines, and provide the politicians and researcher in the future with the related suggestion to refer to, which based on IPA and realizing the performance of important criterion.