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題 名 | 選民在民意代表網站瀏覽行為與支持度之研究=An Empirical Study of Visitors' Behavior and Vote Tendency on a Political Website |
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作 者 | 賴士葆; 趙秋華; 丁鏗升; | 書刊名 | 高苑學報 |
卷 期 | 11 民94.07 |
頁 次 | 頁193-217 |
分類號 | 312 |
關鍵詞 | 民意代表網站; 路徑分析; 選舉行銷; 消費者行為; Political website; Path analysis; Consumer behavior; Political marketing; |
語 文 | 中文(Chinese) |
中文摘要 | 自網際網路出現之後,上網人數不斷地增加,政府亦致力於寬頻架設及提升全民之上網比例,顯示網路逐漸成為消費者重要的資訊來源。本研究以民意代表網站為研究主體,探討在2001年12月立法委員選舉期間,架構於網際網路上之網站績效,分析選民進入民意代表網站之瀏覽者行為特性,並提出候選人轉化為支持選票之建議策略。本研究以Howard(1989)的消費者決策模式(Consumer Decision Model, CDM)為基礎,針對本研究題目的特定範圍加以修正,利用路徑 分析(Path Analysis)探討瀏覽者行為在數個構面上的表現,再以單因子變異數分析 (1-wayANOVA)界定各構面在年齡、職業及區域上的差異,最後形成策略意涵。根據實證結果得知,在候選人網站並不普及的選舉當中,若要提高投票傾向度或對網站支持度的努力方向:(1)以長期來看,民意代表經營專屬網站有助於爭取更多支持的選民。(2)要提高投票傾向度可經由提高政治關心度進而增加對民代認知度而達成。(3)網站經營進而增加選民之投票傾向度可耕耘20歲以下之選民。(4)相對台北市其他還區而言,台北市南區的候選人,在2001年12月的立法委員選舉中,較過合搭配專屬網站作為整體的競選文宣。 |
英文摘要 | With its increasing popularity, Internet has become an indispensable path to acquire daily information. The government is also, at the same time, devoted to upgrading people’s usage level and to implementing related infrastructures, in order to encourage people to get involved in public affairs. Focused on political websites established and operated by the Legislators in Taiwan, especially during the legislator’s election campaign in the year of 2001, this research investigates the behavioral characteristics of these website browsers, who are presumed to be important for the candidates when formulating appropriate campaign strategies. This research is built upon Consumer Decision-Making Model (CDM) (Howard, 1989) while path analysis and one-way ANOVA are made for statistical purpose as well. The results of empirical study are as follows: (1) a political website is definitely positive for candidates to attract eligible voters in the long run. (2) The candidates could achieve recognition and raise political consideration through website promotions to win voters’ support. (3) Students less than 20 would be the target segment for future identification. (4) Comparing with the northern area in Taipei, running political websites is a more effective promotional tool in the Southern District of Taipei in legislator’s election campaign in the year of 2001. |
本系統中英文摘要資訊取自各篇刊載內容。