測量議題競選廣告策略之效果：實驗設計在網路調查平台上的應用

Abstract

本研究假定政黨有強烈動機透過議題操作來贏得選票，且將該動機落實在競選廣告策略上。在該假定下，本研究旨在利用網路調查平台進行實驗設計，分析和議題所有權相關的三種競選廣告策略之效果—即探討利用「議題所有權」、「議題聚合」、及「議題入侵」等三項概念所設定之政黨議題平面廣告，究竟會帶給選民怎樣的影響。換言之，本研究旨在評估根據議題操作所擬定的競選廣告是否有功效？而就算有效果，是對誰的效果比較大？評估影響的項目包括選民對於政黨處理政策議題的評價及政黨的整體支持度滿意度。本研究主要有以下兩點發現：第一、議題所有權廣告對於政黨在該議題的評價，有正面的效果。然而，議題入侵及議題聚合的廣告策略，對於能否正面提升政黨在該議題的評價，則沒有肯定的答案。第二、不論是何種議題廣告，都無法顯著提升政黨的支持度。另外，針對研究方法，本研究透過網路調查平台進行實驗設計，操作容易，可為日後實驗研究法參考及應用。

By assuming that a political party has a strong incentive to gain votes via issue setting as part of its campaign strategy, this study utilizes experimental designs via Internet survey to explore the extent to which three issue-related campaign advertising strategies—namely, issue ownership, issue convergence, and issue trespassing, affect voters’ evaluations on parties’ abilities to handle issues as well as their overall supports toward parties. Our empirical findings are twofold: first, issue ownership strategy has positive impact on evaluation of parties’ abilities to handle issues owned by parties. Other strategies, including issue convergence and issue trespassing, do not have such impact. Second, none of the three strategies has any significant impact on voters’ overall supports toward parties. Additionally, our method shows that it is easy to implement experimental research design via an Internet survey platform and such method can be adopted for similar research purposes in the future.