| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 89 === With the media competition coming with Taiwan democracy, it is easy for Taiwanese to search for relevant political information, and the presidential election of Taiwan Election In 2000—these are all the motivations deriving me to do the research. Here I want to discuss some phenomena from three dimensions with survey.
This discourse tries to observe the candidate’s image changes when a crowner was happened in presidential election of Taiwan Election In 2000. Based on theory of “ perceiver - determined principle ” to analyze relationship among voters’ emographic variables, media behavior and candidate’s image in voters ’mind. Then the study tries to find how the voters’ candidates image how to affect voting decision.
In this study, I got the data with trend study. With three times survey data, the study finds that: First, the candidate’s image which in voter mind that can divide into two dimensions: one is “political related characteristics ”, another is “political irrelevant characteristics”. Second, candidate’s image in voters’ mind will affect they judge candidate issue. Third, voters’ demographic variables have relationship with candidate’s image, especially in party. Forth, the candidate’s image in voter mind will change when a when a crowner was happened in election. Final, voters’media behavior and election involvement will affect candidate image in their mind. Besides that, it also finds that voters who have good image on a candidate that they will vote to him. So there is a relation between voting and voters’ candidate image.
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