網絡媒介對中間選民投票意向之研究－以馬英九施政滿意度為例

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Title:	網絡媒介對中間選民投票意向之研究－以馬英九施政滿意度為例
Other Titles:	The study of the relationship between the use of political media and median voter's behavioral intention: The satisfactory level toward the governancecapability of Ma Ying-jieo Chief Executiver
Authors:	丘應讚 Chiou, Ying-tzan
Contributors:	傳播學系碩士班陳恆毅 Heng-yi Chen
Keywords:	中間選民;政治評價;人際傳播;政治知識;媒介網絡;線性結構關係模式;投票意向 interpersonal communication;political knowledge;political evaluation;LISREL;voting intentions;Among voters;media networks
Date:	2010
Issue Date:	2015-03-16 11:06:42 (UTC+8)
Abstract:	新聞媒介使用與人際傳播網絡的政治媒介效益，其認知可以從兩方面來說明。第一是指選民是否可以從媒介獲取其需要的政治訊息。第二是指媒介的內容是否成為選民聊天引用的議題或訊息。民眾的政治知識、政治評價與投票意向是否透過媒介網絡與人際傳播網絡的傳播而有正向的影響。本研究目的在探討選民在媒介網絡上的使用，對選民的政治知識程度高低及政治評價的滿意度是否具正向關係影響，最後以選民的投票意向評估2012年總統選舉馬英九的連任之路。　　　問卷方式以便利抽樣問卷並採用時間隔離法，第一階段回收585份問卷，有效問卷300份，並於第二階段問卷回收191有效問卷。　　　研究方法採線性結構關係模式來分析，分別以選民的媒介網絡與人際傳播網絡對政治知識、政治評價的影響，以及對選民投票意向的直效與間接效果等二大題項，探討媒介網絡對投票意向之影響。研究結果顯示，整體理論模式配適度符合適合度之檢定水準，本研究理論模型獲得支持。媒介網絡與人際傳播網絡對民眾之政治知識、政治評價與投票意向分別具正向影響。　　　最後，本研究根據研究發現，分別提出後續研究及實務上之建議，供兩黨在總統選舉時參考之用。　　Media use and interpersonal communication network of political media effectiveness, two aspects of cognition can be illustrated. The first is that voters can get their needs from the media, the political message. The second is whether the contents of the media voters cited the subject or message chat. People's political knowledge, political evaluation and vote whether it is through media networks and interpersonal communication network, communication and a positive impact. This study investigated the voters in the media network, the use of political knowledge, voters and political evaluation of the degree of satisfaction is a positive relationship between the impact of the final vote by the voters in 2012 presidential election, Ma Ying-jeou predicted re-election of the road.　　　Sample survey questionnaire to facilitate using the time isolation, the first phase of recovery of 585 questionnaires, 300 questionnaires and 191 questionnaires were collected in the second phase questionnaires.　　　Study method is the linear structural relationship model to analyze each voter the media networks and interpersonal communication network on the political Knowledge, Political Evaluation of impacts, and on the voters directly and indirectly, Xiao Guo Deng Xiao two large Ti Xiang to discuss media network the impact of the vote. The results show that global model fit is consistent with the test fit the standard theoretical model of this study support. Media networks and interpersonal communication network to the public of political knowledge, political evaluation and were a positive influence on voting intentions.　　　Finally, this researcher brings forward practical election strategy and further study for KMT and DPP based on this results.
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