淡江大學機構典藏:Item 987654321/33917
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    請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/33917


    題名: 網路運用對政治行銷效果之探討-以馬英九官方網站為例
    其他題名: Website and political marketing - a case study on Inn-cho Ma's official website
    作者: 黃玉提;Huang, Yu-ti
    貢獻者: 淡江大學公共行政學系公共政策碩士班
    劉淑惠;Liu, Shu-hui
    關鍵詞: 網站;政治行銷;政治人物形象;website;political marketing;Politician image
    日期: 2008
    上傳時間: 2010-01-11 04:40:16 (UTC+8)
    摘要: 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。
    研究結果發現：（1）網友在瀏覽馬英九官方網站之後，比起未瀏覽之前，對於馬英九所提出的政見議題會更加的了解與支持，同時對於馬英九個人特質的評價也會更加的認同與提升。（2）而且在未瀏覽馬英九官方網站前，對於馬英九政見議題之認知與支持和對馬英九個人特質是採取正面評價者，在瀏覽網站後會有更高的評價。（3）此外，網友的政黨認同、統獨立場和對經濟景氣評估的看法會影響對於馬英九形象的看法。通常是「認同國民黨理念」、統獨立場「傾向統一」和「維持現狀」、贊成經濟要好轉必須「換人做做看」的網友，在瀏覽馬英九官方網站之前與之後才會對於馬英九形象產生影響的效果。而「認同民進黨理念」、對於統獨立場「傾向獨立」和「不同意經濟景氣要好轉必須要換人做做看」的網友，由於政治立場傾向泛綠，在瀏覽馬英九官方網站之前與之後僅對於了解馬英九政見議題產生影響效果，但是並不會支持馬英九的政見議題。
    综合以上可知：瀏覽政治人物網站，可以提高對政治人物的認識和對政見議題的了解和支持，同時對於政治人物的個人特質產生認同，但是這個前提是建立在網站的瀏覽者與政治人物對於政見議題有相同的認知，故網站做為一種政治行銷工具主要是在強化選民對於政治人物既有的認知效果，但無法達到改變的效果。
    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.
    顯示於類別:[公共行政學系暨研究所] 學位論文

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