The Effects of Internet Campaign Advertising on Voters' Behavior–A Case Study of 2008 Presidential Election in Taiwan

• Main Authors: Pao-Jen Jung, 榮寶仁
• Other Authors: Sherman H. Hwang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/ppdu3q

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 96 === Referendum has always been regarded as the most representative way to develop democracy. Therefore voting has become the most common and most accessible way for people to participate in the politics. In resent years, the documents, theories and the assertions about the referendum in Taiwan all point out the basic impact factors of the voters' behavior include political parties, candidate and issue. This study intends to use the 2008 presidential election in Taiwan as a case study to examine the various factors that influence the voting behavior. By setting up 8 different measurements such as the voting behavior, political orientation, candidate orientation, issue orientation, attention affects, contact affects, conversion affects and basic data, I will use the Independence Test of Chi-Square and ANOVA Test toanalyze in order to understand the inter-relationship among these factors. The questionnaire on the web and opened to every user from February 25, 2008 to March 21, 2008 (25 days). It received 1,524 questionnaires, after rejecting questionnaires that does not match age, 1,344 effective questionnaires were analyzed. The result showed that voters' gender, age, native place, education level, occupation, income and the internet use behavior have apparent influence to the voting behavior and psychology. However, gender has not clear impact to the effectiveness of Internet advertising campaign,. Besides, after considering the voters' population background as the vote psychological factor, the analysis of intermediary shows it will cause obvious influence on voting behavior. However, when considering the effectiveness of Internet advertising campaign as a factor, the analysis of intermediary shows it has no obvious influence. In one word, in next president election propaganda, in order to meet the ultimate goal of the election propaganda, Internet advertising campaign should base on the population background and voters' psychology, and the effectiveness of Internet advertising campaign as the way to expand source of votes.