2003-08-012024-05-17https://scholars.lib.ntu.edu.tw/handle/123456789/686241摘要：受到科技與研究方法的限制，二十世紀初期大都數的投票行為都是從社會取向切入，其開創者為哥倫比亞大學應用社會研究中心的Pual Lazarsfeld。雖然社會取向投票行為研究提供了解釋個人如何投票的因素，但隨後該途徑即被心理取向途徑與經濟取向途徑所取代。心理取向途徑強調個人行為背後長期的心理傾向，特別是政黨認同因素，對選民的投票抉擇扮演最關鍵的角色，而經濟取向途徑則強調選民的理性計算，包或對議題所持的態度與對候選人的評估，才是影響選民最重要的因素。無論如何，投票抉擇包含個人因素與社會關係網絡因素這兩個面向，投票抉擇不單由個人決定，也不單由社會關係網絡決定，而是由兩者互動後所決定。本研究嘗試從這個整合的角度出發，探討社會關係網絡與個人的政治偏好與態度，如何影響台灣民眾在2004年總統選舉的投票抉擇。這是一個初步的、全新的、小範圍的嘗試，它無法含蓋在既有的大型選舉調查計畫中，但卻能提供相當豐富的研究視角與資料。 <br> Abstract: Most voting behavior research in the first half of the twentieth century employed the sociological approach. The pioneers of electoral sociology were led by Pual Lazarsfeld at the Columbia University’s Bureau of Applies Social Research. Although the sociological approach provides a useful framework for understanding a set of social cues that structured electoral decisions, the model received little attention since the 1940s. There were two competing paradigm to displace the sociological approach, that is, the psychological approach and the economic approach. The Michigan school focus more directly on the psychological process behind the calculus of individual behavior. The focal point of this theory was the mediating role of long-term psychological predisposition—party identity in guiding citizen voting. The economic approach argued that citizens could develop simplified ways to use attitudinal factors, such as issue opinions and candidate evaluations, as a basis of their voting decisions.However, voting choice are a product of both personal attitudes and social contexts, of a personal and a social calculus. This project will study of the social influences on individual choice by examining the relation of message biases in personal network, social contexts and organizational to the voting choices of Taiwan’s presidential election, 2004.社會關係網絡人際溝通社會脈絡社團組織社會取向投票行為研究心理取向投票行為研究經濟取向投票行為研究調查研究選舉研究the social calculus of votingnetworkcontextsorganizationalthe sociological approachthe psychological approachthe economic approachsurvey researchelection