| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 105 === SUMMARY
The purpose of this study is to understand the voting behavior that the first-time voters do to select their ideal candidates. The study uses the consumer purchasing decision process theory to elucidate voting behavior; 12 first-time voters were interviewed through a qualitative research design with in-depth interview. Through the in-depth interview, we try to understand how first-time voters information search of the candidates in their voting behavior.The Facebook is the most commonly used social networking site by the first-time voters. The social networking sites have many users and high interactivity. The candidate camps must manage the sites well to build great customer relationships.Candidate orientation is the key to winning. The first-time voters especially pay attention to the candidate's moral integrity, honesty, behavior, political achievements, performance in the television debates.Candidates have to bring up great campaign promise to attract the attention of the first-time voters, and furthermore, get the recognition from the first-time voters.
Key word: first-time voters; voting Behavior; Information Search; voting orientation
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