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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33917

    Title: 網路運用對政治行銷效果之探討-以馬英九官方網站為例
    Other Titles: Website and political marketing - a case study on Inn-cho Ma's official website
    Authors: 黃玉提;Huang, Yu-ti
    Contributors: 淡江大學公共行政學系公共政策碩士班
    劉淑惠;Liu, Shu-hui
    Keywords: 網站;政治行銷;政治人物形象;website;political marketing;Politician image
    Date: 2008
    Issue Date: 2010-01-11 04:40:16 (UTC+8)
    Abstract: 本研究主要在探討網站作為一種政治行銷的工具,是否能夠對於政治人物的形象(政見議題和個人特質)產生影響的效果。由於政治行銷最終的目的是希望獲得人民的選票,而人民的投票決定是來自於對候選人政見議題之認知與支持和對候選人個人特質的認同。因此本文以馬英九官方網站作為研究個案,PTT網友為研究樣本,並以電腦實驗法來探討網友在瀏覽馬英九官方網站之後,對於馬英九所提出的政見議題會否會更加的了解與支持?對於馬英九的個人特質的評價是否會提升?並且進一步探討政見議題之認知與支持和個人形象特質之間的相關強度,來找出網站所能夠達成的影響效果為何?此外,也分析網友的性別、年齡、教育程度、省籍、政黨認同、統獨立場和對經濟景氣評估的看法是否會影響對馬英九形象的認知?企圖透過這些問題來了解網站行銷的效果。
    The purpose of this study is to examine whether official websites, as a political marketing tool, can influence public images of politicians. The ultimate goal of political marking is to get votes which are determined by voters’ perceptions of candidates’ policy standpoints and personality. This study took Inn-Cho Ma’s Official Website as the case study and sampled from the PTT network community. The experiment of the computer was employed to examine whether the official website improved the overall support rate of Inn-Cho Ma. Furthermore, the study explored to which extent the official website affected the support rate based upon the correlations among voters’ perceptions of candidates’ policy standpoints, voters’ perceptions of candidates’ personality, and voters’ support. This study also examined whether the public images of Inn-Cho Ma were influenced by respondents’ gender, age, education, birth province, political party identification, ideologies, and the evaluation of economic conditions.
    The findings show that:(1)the official website did improve the evaluation and support rate of Inn-Cho Ma.(2)The official website was able to strengthen the positive evaluations of the supporters.(3)Moreover, respondents’ political party identification, ideologies, and the evaluation of economic conditions affected their images of Inn-Cho Ma. Specifically, KMT political party identification, conservative ideologies (unify with China or maintain the status quo), and the belief that political party alternation in power can better economic conditions are related to the positive image of Inn-Cho Ma. On the other hand, DPP political party identification, aggressive ideologies (independent of China), the belief that political party alternation in power may not better economic conditions are not associated with the positive image of Inn-Cho Ma.
    But, the official website did enhance the understanding of Inn-Cho Ma’s policy standpoints no matter the website users were supporters or not. In sum, the official website, as a political marketing tool, can strengthen voters’ existing perceptions of politicians but can not alter the perceptions.
    Appears in Collections:[公共行政學系暨研究所] 學位論文

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