| 摘要: | 民主社會以選舉作為取得政權合法性的基礎，台灣從民國76年解嚴後，每年幾乎都有大型選舉選出各級民意代表，而針對選民投票行為之研究一直是民主自由國家的國內外學者跨領域的研究議題，針對選民投票行為意願的研究除了政治、黨派、文化、心理層面的研究外，一般研究架構甚少以執政者之施政現況的滿意度和候選人之品牌形象權益來探討選民投票意願的因果關係，有鑑於此，本研究參酌Newman(1999)提出的投票行為理論為基礎，結合候選人之品牌權益、政府施政措施表現、等變項的運用，來探討選民投票行為之因果關係；本研究以嘉義縣太保市第六屆市長選舉年滿20歲有選舉權之選民為抽樣對象，依各里之公民數按比率進行隨機抽樣來取得樣本之資料，並利用SPSS12.0中文版軟體來進行分析，共計發出1664份問卷，回收問卷1458份，其中有效問卷為1240份，有效回收率達74％。本研究主要目的是探討選民對於爭取連任之董國誠市長的施政措施、施政表現、品牌權益與選民投票行為的因果關係。實證分析所得到的資料顯示，選民對於執政者施政措施的評價優劣，和候選人之品牌權益的認同程度將進而影響選舉的投票抉擇。本研究發現施政措施滿意度與市長個人品牌權益對於選民的投票行為具顯著且正面的影響，其中又以品牌權益影響較大，故本研究建議應針對市長的形象做好包裝及行銷，以提高選民之投票參與行為意願，增進市長的得票率。最後，本研究依據研究結果對市長參選者提出建議，做為參選策略之擬定參考，並對未來研究與實務提出建議；在激烈的選戰過後，現任太保市長獲得了59.47%的得票率，順利連任成功，不僅打破了歷年太保市市長無法連任的藩籬，更以亮麗的成績，為自己的施政措施，做了美麗的註腳，在後庄里更獲得75.2%極高的得票率，也印證了本研究問卷的調查結果，對於不滿意度高的港尾里，得票率僅42.19%，亦與研究數據互相輝映同時驗證了本研究具有極高的信度基礎。
After the abolishment of the long-term martial law in 1987, there were almost large-scale election at all levels every year, therefore the study of the voters' behavior has been the scholars' research agenda. Among these were political, partisan, cultural and psychological dimensions of researches. Yet, such studies seldom touch the issues of the people's satisfaction of the administration's status quo and the brand equity of the candidates. So, our research based on this foundation, the theory was represented by Newman's voting behavior (1999), combining with following variables such as candidates' brand equity and their administration to discuss the influences of the voters' decisions. This research used random sampling and the samples were voters of the election of the sixth mayor of Taibao City, Chiayi County. The samples were voters above 20 years old and chosen according to the proportion of citizens. 1664 questionnaires were distributed, 1458 questionnaires were recovered, of which 1240 were valid questionnaires for the effective recovery rate of 74% .The data was analyzed by SPSS 12.0 version for windows. The purpose of this research was to discuss whether the administration and brand equity of mayor Dong Kuo Cheng influenced the voters to vote for him again. The results showed that the satisfaction of administration and brand equity had significant and positive influences on the voters' decisions, and the influence of brand equity was more than administration. So this research suggested that the image of mayor was important for marketing to increase the percentage of the votes for the mayor. Finally, this research provided suggestions for candidates as references for election strategies and suggestions for future research. When the election was over, Dong Kuo Cheng received 59.47% of the votes and he won election which something no previous candidates had done before. Also in Hou Chuany village he had also won 75.2% of the votes, which also confirmed the findings of this study, but in Gany Wei village, where a village of a high degree of dissatisfaction , he only won 42.19% of the votes, which coincides with the research data of this study. Therefore the findings showed that this study was highly reliable. |
