[[alternative]]The impact of media use on the voting choice : the example of the 2014 Taipei Mayoral Election

碩士[[abstract]]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。[[abstract]]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.[[tableofcontents]]目次 第一章 緒論................................................1 第一節 研究背景與動機..................................1 第二節 研究目的與研究問題..............................6 第二章 文獻探討............................................7 第一節 投票行為研究途徑................................7 第二節 影響投票選擇之因素..............................8 第三節 媒介使用與對候選人形象之影響...................11 第四節 小結...........................................17 第三章 研究設計...........................................19 第一節 研究架構.......................................19 第二節 變數的概念化、操作化...........................21 第三節 研究假設.......................................29 第四章 分析結果...........................................31 第一節 描述性統計.....................................31 第二節 雙變數分析.....................................40 第三節 影響投票抉擇的因素.............................47 第五章 結論...............................................53 第一節 研究發現.......................................53 第二節 研究限制.......................................54 第三節 研究建議.......................................55 參考書目..................................................57 表目次 表1 歷屆臺北市市長選舉概況表 ………………………………5 表3-1 個人屬性資料內容表 …………………………………22 表3-2 政黨認同變數操作化內容表 ……………………………23 表 3-3 媒介使用變數操作化內容表 ……………………… 25 表3-4 候選人形象變數操作化內容表 …………………………27 表3-5 投票抉擇變數操作化內容表 ……………………………28 表4-1-1 個人屬性資料次數分布表 ……………………………33 表4-1-2 政黨認同次數分布表 …………………………………34 表4-1-3 媒介使用次數分布表 …………………………………36 表4-1-4 候選人形次數分布表 …………………………………38 表4-1-5 投票抉擇次數分布表 …………………………………39 表4-2-1 個人屬性資料與投票抉擇交叉分析表…………………41 表4-2-2 政黨認同與投票抉擇交叉分析表 ……………………42 表4-2-3 媒介使用與投票抉擇交叉分析表 ……………………44 表4-2-4 候選人形象與投票抉擇交叉分析表 …………………46 表4-3 投票抉擇二元logistic迴歸分析摘要表 ……………50 圖目次 圖3-1 本研究影響選民投票因素的分析架構……………………20[[note]]學號: 703640283, 學年度: 10