The Cognitive Conflict Analysis of Penghu’s Referendum for Casino

• Main Authors: Kun-Yuan Shih, 施坤緣
• Other Authors: Ning Chang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/93159054566615640519

碩士 === 義守大學 === 企業管理學系碩士班 === 98 === It began an issue about development of casino in Taiwan since Jun. 1987. Penghu is the earliest location of urging development of casino. Then after dispute in few decades, it denied the program the development of casino in Penghu by election in 26th Sep. 2009. But according to revision of Offshore Islands Construction Act, the same bill could be proposed after 3 years. Thus, the researcher set up a condition: If it has an election of referendum for casino after 3 years, the factors between different groups they consider will be congruent with the cognition about development of casino. Social Judgment Theory (SJT) mainly plumbs the issue of “understanding” which generated from the discrepancy between decision maker’s subjective cognition and objective environment, and the issue of “conflict” which resulted from the discrepancy of every decision maker’s subjective cognition. First, in this research, the researcher use subjective attitude survey. The participants are Penghu citizens and non-Penghu citizens. The research collected data by convenience sampling, and use factor analysis generalized the construct of each question that could be the cues of designing SJT to this research. Then use SJT to survey degree of cognition conflict between Penghu citizens and non-Penghu citizens. Especially in Penghu citizens groups include government employees, Penghu citizens, tourism industries, religious and social work groups. Research result reveals Penghu citizens groups are to attach importance to “the degree of benefit to social environment” in three cues under the construct of the approval of casino development, and the religious and social work groups are the highest who attach importance to social environment, and lowest in tourism industries. Function graphics shows the rate of religious and social work groups being positive correlation. And Penghu citizens and tourism industries are being negative correlation. The average of weight is higher in industrial economy by non-Penghu citizens. Second, the degree of benefit to social environment construct, the average of weights of all participants is highest in reduction of environmental pollution. But for most of Penghu citizens reveal negative correlation in function graphics. Other groups reveal positive correlation in function graphics. The degree of benefit to industrial economy construct, the average of weights is the highest that attracting tourists in all participants. And the function graphics shows most of positive situation. Finally, the degree of benefit to regional development construct, the average of weight is the highest that could increase job opportunities in all participants. Only religious and social work groups are negative to the situation in function graphics. The research concludes advice about development of casino might produce social and environment problem, that is anti-casino people concerned about. Thus government should communicate with local citizen more. Cause casino is the part of tourism, not pure gambling at all. It has to be illustrated completely to decrease people resistance and could help decreasing social cost.