Research on Election Marketing Strategy and The Effect on Voter Behavior－The Case of 2006 Kaohsiung Mayor Election
碩士 === 南華大學 === 管理科學研究所 === 95 === The object of this research is setting government performance, election issues and election marketing strategy as primary variables, to analyze the integration of the variables and the effect on voting behavior. In addition, an analysis of its linear relationship...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/c43eam |
| Summary: | 碩士 === 南華大學 === 管理科學研究所 === 95 === The object of this research is setting government performance, election issues and election marketing strategy as primary variables, to analyze the integration of the variables and the effect on voting behavior. In addition, an analysis of its linear relationship and significance will be inferred. In terms of the eleven administrative districts in Kaohsiung city, the stratified random sampling is portioned with the voting population which is analyzed by SEM. There are 211 effective samples in this research. The SEM research results show that the fitness standard of the global mode and the structure fitness of the inner mode reach the statistical test level. Candidate condition can directly affect election marketing strategy and voting behavior , candidate condition through election marketing strategy can indirectly affect voting behavior；government performance can directly affect election marketing strategy and voting behavior, government performance can through election marketing strategy indirectly affect voting behavior；election marketing strategy can directly affect voting behavior.
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