嘉義縣近年來長期由民進黨執政，派系政治發展牽涉數十年歷史，在2018年嘉義縣縣長選舉中，史無前例有四位候選人的局面，一位無黨籍候選人，一位國民黨籍候選人，兩位出身民進黨籍的候選人，其身後是派系政治的鬥爭，讓本研究想深入了解，是政黨認同或派系政治影響選民影響選民的投票行為，還是候選人自身形象影響選民的投票行為。 本研究旨在探討嘉義縣縣長選舉之政黨認同、派系政治、候選人形象及投票行為的影響。因此，以嘉義縣縣民為研究對象，並採用分層抽樣法進行問卷調查，回收的問卷利用敘述性統計分析、信度分析、因素分析、獨立樣本Ｔ檢定、單因子變異數分析、迴歸分析等統計方法進行資料分析與處理。本研究獲得結論如下：黨認同與派系政治皆對候選人形象具有顯著的正向影響；政黨認同與候選人形象對投票行為亦具有顯著的正向影響；派系政治對投票行為則不具有顯著的影響；而候選人形象於政黨認同與投票行為之間具有完全中介效果；候選人形象於派系政治與投票行為之間則不具有中介效果。 In recent years, Chiayi County has been governed by the DPP for a long time. The political development of the faction has been involved for decades. In the election of the county magistrate in Chiayi County in 2018, there were four candidates in the unprecedented situation. One non-party candidate and one KMT. Candidates, two candidates from the Democratic Progressive Party, behind them are factional political struggles, so that this study wants to have a deeper understanding of whether the party's identity or factional politics influences voters' vote affecting voters, or whether the candidate's own image influences voters Voting behavior. The purpose of this study was to investigate the influence of party identity, factional politics and candidate image on the voter behavior in the case of the 2018's election of the Chiayi county magistrate. The questionnaire survey using the stratified random sampling method is employed by this study which takes the Chiayi County people as the research object. The statistical methods used by this study including descriptive statistical analysis, reliability analysis, factor analysis, independent sample T verification, single factor variability analysis and regression analysis. There are 3 findings from our empirical results: Party identity and faction politics have a significant positive impact on the candidate's image; party identity and candidate image also have a significant positive impact on voting behavior; the impact of the factional politics on voting behavior is insignificant. Furthermore, the influence of the candidate image has a complete intermediary effect between the party's identity and the voting behavior; however, the candidate's image has no intermediary effect between the factional politics and the voting behavior.
