| 摘要: | 本文以2009年嘉義縣市基層民代選舉為例，嘉義市素有「民主聖地」的美譽，當年許家班的開創者許世賢老市長政績卓越，奠定了許家班三十年的執政基礎。國內外學者針對選民投票行為除了政治、文化、心理面向的研究外，研究架構甚少以候選人服務知覺、屬性略為探討重心，有鑑於此，本研究以服務知覺、候選人屬性及投票行為為分析對象，負面競選與政治行銷策略則為中介變數衡量整體的因果關係。候選人的屬性及服務知覺在選舉上普遍與地方派系有相關，越是基層選舉就越能發現地方派系介入的嚴重性；長期以來傳媒報導地方派系以黑錢與暴力介入選舉，把持地方政權的現象。研究結果顯示本研究整體模式配適標準及模式內在結構配適度均達檢定水準，表示本研究的理論模型獲得支持，其中研究假設僅服務知覺無法直接影響投票行為，其餘各變項之相關假設都成立，從整體樣本效果討論發現政治行銷策略的關鍵性角色。在方法上，個案研究中提供了較客觀且完整的資料，特別是將中介變數的分析對象分部在各個領域中，得以驗證研究理論與方法。研究模式對於未來的期望，將對台灣各縣市基層民代選舉的研究，以及政治行銷策略、負面競選與投票行為理論的建立工作，具有頗高的延續性價值。
In this paper, the election of representatives at the basic level of Chiayi County in 2009 was taken as a case study, in which service quality, candidate attributes, and voting behavior were analyzed; negative campaigning and political marketing strategy were mediators used to measure the overall causal relationship. The researcher holds: candidate attributes and service quality in the election are universally associated with local factions. The more basic level the elections are, the more seriously the local factions get involved. For a long time, mass media have covered the phenomenon of how local factions get involved in the election with black money and violence, dominating the power of local government.In the process of election campaigning, the most common election culture is the issue - negative campaigning, which is not necessarily unfair in the election. By definition of academia in general, negative campaigning means that the candidates focus their attention on the opponents, observing and criticizing the flaws and weakness of the opponents’ political views, ability, integrity, and other related issues.（Lau and Pomper, 2002） When political marketing strategy is applied to the political market, it appears to be particularly important how to create the most ideal image for the candidate in various voters’ eye. Methodically, case studies provide more objective and complete information; in particular distributing the analysis object of the mediators in the various fields will be able to verify the research theories and methods. The expectation of this research model is to contribute high value of continuity, in case studies on the election of representatives at the basic level in each county and city all over Taiwan, and the construction of theories in political marketing strategy and voting behavior. |
