| dc.contributor | 選研中心 | |
| dc.creator (作者) | 俞振華 | |
| dc.creator (作者) | Yu, Eric Chen-hua | |
| dc.creator (作者) | Hsu, Pei-chen | |
| dc.date (日期) | 2019-02 | |
| dc.date.accessioned | 20-Apr-2020 14:47:52 (UTC+8) | - |
| dc.date.available | 20-Apr-2020 14:47:52 (UTC+8) | - |
| dc.date.issued (上傳時間) | 20-Apr-2020 14:47:52 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/129322 | - |
| dc.description.abstract (摘要) | Assuming that a political party has a strong incentive to gain votes via issue setting as part of its campaign strategy, this study utilized a Web experimental survey to explore the extent to which three issue-related campaign advertising strategies—namely, issue ownership, issue convergence, and issue trespassing—affected voters’ perceptions toward parties’ issue-handling capabilities. Our empirical results show that issue ownership perceptions exist in Taiwan. In the 2012 Taiwan presidential election, as issue ownership advertisements may reinforce voters’ beliefs regarding parties’ issue-handling capabilities, issue trespassing advertising may improve a party’s image on the disadvantageous issue dimension. At least our data shows that the Kuomintang’s (KMT) advertisements have both effects. | |
| dc.format.extent | 338264 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Asian Journal for Public Opinion Research, Vol.7, No.1, pp.23-39 | |
| dc.subject (關鍵詞) | campaign advertising; issue ownership; issue convergence; issue trespassing; Web experimental survey | |
| dc.title (題名) | The Linkage Between Issue Ownership Perception and Campaign Advertising: A Case Study of the 2012 Taiwan Presidential Election | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.15206/ajpor.2019.7.1.23 | |
| dc.doi.uri (DOI) | https://doi.org/10.15206/ajpor.2019.7.1.23 | |
