比較台灣省選民傳統媒體與新媒體的使用對政治行為的影響--以民國83年台灣省長選舉為例

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(14) jI$mJi: ~-t::. ~~~.~m:AD~~W ~~. ••fi.fia~~~~~.. /3{jl[. p=. ~~ ~,. AD~~. f!5('fffjJJl ttJJU 1f.Bi. .36 -.17 .04. R-Square. .0000 .0000 .0997 33.91%. fJJJ;HlHrm~~. *~AA!:fr. R-Square. .0000 .0183 .0000 .0616 11. 20%. R2. 45.11%. A~fJJJm. mlZBtJfrll8 frftAA!:m. *. .30 .06 .10 .04. ~fD. ~*I((:. 1083A. **~=1. fr=2 ~J\. ~~@.~m:AD~~W.~fi.fi~± ~~. /3{jl[. •• ~~. p=. AD~~ ~'1ffjJJl. .27 -.17 - .17. .0000 .0000 .0000 31.16%. .19 .13 .09 -.05. R-Square. .0000 .0000 .0007 .0658 7.17%. R2. 38.33%. ttJJU 1fBi R-Square fJJJmf1mJ!~. *%tAA!:fr A~fJJJm. '~lZBtJfr~. frftAA!:1I ~fD. * ~*I((: 1083A **~=1. fr=2 106. tl~. fl'i¥.J .fl.1±..

(15) .ttq&ti'.1~t~~ft*l~.~~~.I¥J~fflJ.ti&W:lf.fml¥J~.. , 1=F*c~~ , *~lilfr~fflfjJ.t~M{~ , AI~H.fI~fft~l¥J~tt~~ , ~~~ •• ~OOI¥J.~&~.o~~Z'~~7~.tt~.~••fiJ.t,tt~'1=FfiZ f~' *~~~(fJf!HlIHj!lJiill~~~~ ••f*~D~Hf* ~~=;fD®~[9~~.3Z:~ ~(1ffiJ.t~jWj. 0. 0. ~'~~~~~fia~~=fia~H. *xmllil¥Jm=f;~~~~~'~~~flrr~I¥JI¥J~~fiJ.t,~~~~~rr~~H?. ~~Z'~~~ffl~fllilfr~~m~.~ml¥J~~,~~~~~~~~m~ffl~fllil fr~~~~M~~?. m~~nl¥J~~~~~M~'~~~~~~I¥J~~'~*~~fr~ffl~~~OO~. ff~~~~o~~~~~'~~~~~~~~~~~~$'~~~.I¥J~~lilfr~ffl~ ~n. ~~831=Fa.~*~.: ~~~~~i&.1¥J~~1£. *~lilfrf~ffl ~15ctl¥JJ!~~~. *. ${. ~Ji. rl3~. 3. 1259.2540. 419.7513. ~Ji. pg. 1079. 21520.9789. 19.9453. k!:. ~t. 1082. 22780.2329. ZP:jJfO. EHBJ3t. Ffrnr. f:l.;J1J. 21.0451. I~,. p L-. _ ... _ -. --. _. ... I~!. =.0000. ~--. ~~~JE ~. ~. m~. if. ~lW ~. ~zP:. 5t. 5t~. fflf:l.;J. m. IS(. '---'. m~.. 10.7652. ~ii.. 10.9809. ~./1'\t.. 11. 9925. *~m/:f§~ -. 8.5208 -. ~~~. m. ~. ,.. &. ~. ii. /. / :f§. :I;. ~. . . ~. * _.. _. * ... •. ~. *. . 107.

(16) ~ZJS~f~.?ai. ( 11.9925). ( 10.9809). ,~~jl.:1f:v.:Z. ( 10.7652). '~W~.:1f~l=-. 0. ~,. H~~:1f~~~~~~~~~&~m*~~,m~~~m~~~'~~~:v.:~~~~.,. ~.~~~:1f~.ft~ffl~OO~~~~~.?ai,~.~~~~.jl-*~.~o ~:§F3-~OO'. r*i~~J ~@]~ r~~LHHJ ~~~, ft.!!fr1~.mf.Rffl7tI!<:' ~m.®. ~SJj~~~!&[P]~~~.It~*~f.§.~IE§t&*. '. ffffli1f~{ijf~ (8.5208). 0. ~rm7Ft:B~~. m~rm{J\~~~~.~~~' ~~g&J&~~'rrf§rm~.ftjfi'Hg~~fJl~' f&~tf2~& ~SJjrm~i!&mtmlJl~i!&.~?J~~. 4~rtH~:~.. '. 0. ~.=-4~~ • .fiJf~. ¥U~W834~1!i'~~.. '. ,. t£~W814J'[~~ .... ~itJ82. ~~fJ!Ti!&mf$lI!f:!~~~a~l::1f (chronic. know-nothings) ,tE~JOO~.!f:! 6~f§,&~.It-wrJ. 0. ffii~1i~m.~~. 0. ~+~A~~lI~~~~~~~~~7tmo.fiJf~~~~m'A~f$~7t~~~~~. ~+. ~~834~~1!i'~~.~~M~~i!&.~~~~. A~~1I1T~J:~t!~~m. §El3tt. *. ~. *J3. rdJ. 3. 93.7645. 3l. 2548. ~Ji. pg. 1079. 2850.3450. 2.6417. ~. IT. 1082. 2944.1094. ZjS1Jf[J. F{~. f;5J1J. 1l.8315. (1 %,. p. ~. Aft. ~,-.. ~~. *frw ~. 11JJZjS flf;5J. ft. ff{~. ~. ~. "--'. 108. ~~.. 4.3255. ~~.. 4.3644. ffT./m;.. 4.3288. *~~/:fg~. 3.6809. =.0000. ~~*fr. ~ ~. ~ ~. •. •. *. *. ffT :I: /. . m;. ~ ~. / f§ ~.

(17) lt~t1.~~~f$~~m:Wfr~ml¥J~ffltMiI&rElfiml¥J~. ). 0. ~,. ~'ft~mfi~~~~~~'~~~~~HW~nffi~~~o~w~m~~~~p,~~ ~~~.~f~:5t~iffj. '~.~~1!f~Z(4.3288)' ~~1ffJ~.ff1{~(4.3255). (4.3644). ffi~~*~m~S'tWj1!f:5tm:~{~. (3.6809). 0. f~.~~*JE~~5IHm7F. ' ji.r!!.J r /f~/f , M-~M~7 r ~m1!f J. ms®. .~ J ~A~.ti:5tm:WIffJ~.. fi3t::f. Wr*~~1!fJft~tifim~~M~~~o~~~~~~~o. ire~. '. ~~.~~~1!ff§~g~. rrHI1t~ffJti~1UU.~l&Ya~W~m1~. ,. 0. ~PJ-.{~~1$tifi~:5t~~M~UI!~. 0. -r -{IOO. ~82. ~~~~~~~M~~,~m/f~r~~J~R~~~,ftl&.~~nOO~~~~?ft. onic. *~~$,~~:5tfiti.~~~'~~E:5t~.mOO~:~~~m/#~~~R'.~. ~~. (~. ~./ZP:OO~II. '. 1$*1C~II/~"~a. '8frJzrm~~1Lf§BUI!ZJS;. '. ,. f~llLt*Jt~~fr. ~m~M~:5tm/l9~~~*t-J~: (1)¥&*.1£~flt (~~/~F~~ (2)::::-E1~1J;fj (~~. ,. .~. , f$*1C~.). (3)m[9-E1~1J;fj (~F~~' .~. (4)~"~flt (~F~mt. '. 1$*1C~II). , ZP:OO '. .~. ,. ,. ~t~~1'F~~~.). ~.~r~~1:.~~~.). PJ- Tit*tiji[!]~IH5}~1=rMwu : (1)¥&*Lum.~~W~m1=r~Zflij ~m1~. :. ~.+-m7F,ftOO.~~¥&E($~W~ft¥&*)~.1!f$'~IffJ~.1!f~~~. %'. ~~)1Ut1!f~12.5%. m~[9/J\¥&) ~~~$. ' ~~.1!f~5.4% ftM.~F~mt$*.l£ ( 13:lz: ' 13 EI3 ' , ~~~.1!fT~~43.5% ' ~~mt$*.l£~1!fP15.3% '. ~+-. 0. ~~~.. j:J!~i£Ml~~rm:wm~fimz50t7t;fJT. mrm~/Ml~~i£. ±1frE~i£. -it. (n=496). 3U. -E1~W~. ~F j: 1frE~i£. .~. ;tt: {jf!/J\~. /f'w. (n=161). (n=50). (n=13). (n=363). ml!fJ~.. 58.8 %. 43.5 %. m:~~.. 12.5 %. 32.3 %. mfr.. 5.4 %. l.8 %. *m/ffi~. 23.2 %. 22.3%. X2 = 86. 04007. D.f.= 12. 65.7 % 63.6 %. 49.1 %. 8.8 % 24.1 %. 10.8 %. ,. 1. 9 %. 0. %. 23.6 % 12.3 %. 1.2% 39.0 %. p=.OOOO. 109.

(18) ~{~32.3%. '. ~±mt¥~*f£.~~,:I:H9.8%. '. ~~.~.R{~1.8%. '. ~±mt¥~*f£iI~P3.6%. 0. ~~~w,~~±mt.*f£~~~ • • • ~iI~M~~~M~~.~~.'OO~.~±.. ¥U.l£EJ"jjl~. , 1§~~*~~~Jt {jU~rj;fEl'ii~~ (39.0%) flH'-F15~JE~~*~~ , 1m~'Ff~~~¥!;U.l£~~~ , 1'£~ ~1'Tf.;t1500~lii~~~~::f~ (Chi-Square=86.04007, D.F.=12, p=.OOOO) (2)1l~=il.ff~~MW~~1'Tf.;tZrJJI¥JIIII$fl : ,. ~M ~ji.~Jt-wrJ~rj~~ijt1JD. 0. ~~~¥fr~tl~~~. 0. 0. ~+=~Il.=il~MW~.Bf.;t~~X~fi°-F15~JE~*~~' r.~-ilJ. W r ~1!8~--. J tlDIiI~FJT7F. (Chi-Square=45.04371 ' D.F.=12, p=.OOOO) ' JI~.if$~~cpijiji~M ' 1::~Il~~iJ~.~lt-wrJ:m:~ (63.7%) ,. zrJJ~~:}fI¥JIIII$fl. 0. ilff~W~ff~~M~.~~z (~Jjrjf.;t54.9%fD53.3%). (16.7%). B~~~. J:t-wrJ:I:$]*MH~=RX:. 0. ilff~~MI¥J.~~~~.I¥JJt-wrJ. , ~~~~.~ (6.0%) ,{PJ~~~. ,{g~-~OO§' ~[j!!]JEl&~=::il.ff~~tl~~~ 0. .ff~~M~Il~. , ~~M~.lt-wrJ~~~-M. 7~.~M~~~~~~~~*~o-~OO§'=::il.ijiji~M~l&ijiji~m'W~~Bf.;t. }~U~HEI~. ' {E!.*±t1E~ftl¥J.~5Z:M'~~.~ , {J%5 *~.oW.*f£ffi~z~'=~~Ml£~• • ~1500,m~~~M.~ • • '1£~3~ ~ijl1500JJ~~~.i&:~jJ~1JD~flJ ' ;tt¥~~Rm:fipq~frp~1500-{g~1.iMm fJUfPJ L*JJ~*.*.l£fi=il~OOI¥Jfj!ffl '~*~fil¥J~* ' fj!ffl ±¥1rt~ft~jI~~M~~~~ ~~. ' ffiJfj!ffl~F±mtt!lm (¥~*.l£) ~~~ , ~~~~.~lt{9lJj{rj~~ , '§'1£*1t~t~~ 0. OOB~fi~ilJjrjW:W;~{JifWf~1III. 0. L~~~~~'~~®~~~~~~o. ~rm~~./~rmp ..L>... a. t=r~. t:p~. (n=619). (n=302). 'llf51'~. (n=176). (n=74). (n=223). ~. ~~,B;';.. 54.9 %. 63.7 %. 53.3 %. 45.4 %. 38.6 %. ~,B;';J1g.. 16.7 %. 12.6 %. 14.0 %. 13.5 %. 11. 7 %. ~~.. 3.6 %. 2.0 %. 6.0 %. .4 %. 2.4 %. 24.8 %. 21.7 %. 26.6 %. 40.7 %. 47.4 %. *~/:f§~. X2 = 45.04371. 110. 'IIf5~. $. D.f.=12. p=.OOOO.

(19) tt~i:J.~~~{$MC~IHn*H~.I¥J~Ji-1!1i1&'MlfTml¥J~.. %0. Em?:. (3)~lF~mff~~OO~N:~nm;<::lJJI~. :. ~§oom~~oo.WI¥J~~~.w~,~~m~~OOI¥J~~. •. .Itm=~m~~OOill. t9.it. ~.~o*~.~M~~~Q~'.~~~~~.B(~.~~)I¥J~&,aN:~nm. 1:19:. 1300~=6~~~?. ~~+=M~'~~~.~~~OO~.I¥J~&~~~~~.~~~oo~ml¥J.&a. ••• I¥J~~~a19:~&•• I¥J.It~~:~.~~I¥J.WN:&. ;l;I¥J.lt'WIJ (21.2%) ~~~~I¥J-f~ ( 10.8%) ~Jlt;<::9i- ' ~.~~,ool¥J.&a l:t§ ~J~'*N:~JI¥J.It~fu.~,m~~13.~I¥JM*.~'~lF•• ~~OO~N:~n &~G~~~M~~o. "J"' J. 0. mlil.~. ~'WIJ. tl¥J ~~. :m. ffr!;. :I¥J tJ ~. JE. ••~:W. (Chi-Square=34.98556, D.F.=3, p=.OOOO). (4){~ffl~W.BWN:~fT~;<::IH1~. 0. ~~J\1JH~3Z:M'. 0. :. •• Brrili'~~.B~~JI¥JD~'UlF~I¥JAhW~.1¥J ~{'FglG*glGJL~l¥Jjimr1tJi1fili ' MLglG~±m1tttB~I¥J~r~t-1~~e ~1r~PJTIH1~I¥J~ , ~.~••BI¥J~ffl.N:~n.;<::~~.IJJI.?BW~~.I¥J~.~~~~M? m~*~I¥J~~.m,a•• M~~ffl~•• BI¥J~&.It~ML~.'~~~••* .+~;<::-~~o~~'~~+~M~,~m~~••BI¥J.&'N:~m&~&.M. ~.It~.~~ffi~I¥J'W*~ffl~~••ml¥J.~'N:~m~.I¥J.It~~N:~&_.1¥J ~ffl;<::~om~~~m~~••BI¥J.&'N:~&W.I¥J.It~'~~~MlF~~~DI¥J .m~ffl~$.~I¥J°m~~13.~I¥JM*.~,~•• ml¥J~ffl~N:~n~~•• 1JJI a~.M~'~~~. 0. ~ (Chi-Square=45.0773, D.F.=3, p=.OOOO). ~+=. 0. @~1L1'I1~3Z:f;f. 0. ~~.m~~OO~N:~nm;<::~x~~. ~m3-:w;/~~~m[gi:J. ~~. ~. mR,:W;. 55.4%. 50.9%. R,~.. 10.8%. 21.2%. 2.0%. 5.2%. 31.7%. 22.7%. 666A. 417 A. *:1; *~/fg~. tl1*1)( ft*1)( : 1083A X2 =34.98556 D.F.=3. P=.OOOO 111.

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(23) .l:t~-El.1fii~~f!J*1E~mWff~IIB"J~m JJi&m1T~B"J~•. • :1If.13 ~7}. ~~$S. *' izes,. ffm~. W95 E=~. r~.~E~• • ~*.~W• • ~~if~I¥J • • J '~~~:il&~*.m~@ Iljimff~*.±~X. ff7t. 0. {~. 1W~g~U. o. 1994. '~PIt$1¥J Ii'.T~.*PIt.n ~ffi~.T~mifJE~J 'M~U~fU' 19941:p. 12F.J ' ~184-192. JW JI¥J. 0. $*:ijt'f*'*_ 1993 '-"', ~~~1i'~fflN:.;ttil&W:l~~. )ach. , il&.{I~W~~ff~zlDl~ J ,!&.~ r ~$. ,{El. W-El.I¥Jil&W:l~±:1f::-·-~m=mtu:1*~~~$~M J '1=ril&~WMJ*f3j.~~~. i~. 1tWQWf~~tJIJ~*~*. II. W~. !fP). ~{1i ~o. -El~~. : il&*~$Wf~${J' , ~16"'-'41. 0. @J*JJ't'f*'*_. ii&. ~~. '. '~~I¥J~1i'~fflffaN:.;ttil&~~~,a.{I~W&~ffazOOI¥JIDI~. •. ~~.~.l¥Jg~ttWil&~~~Wffaz~.J ,m.m~m-~m=m,~. 1"'-'25. 0. $*JJ't,f*'*_ 1995. ,ttJJUil&W:l ? -~~mJ\ +=~~.~E~ , r=raJ 'i1iIVHfm~m1i+-.' :&87-111. 1Ti~~$fjttJJU. ' f*flWil&W:l. 0. {,~~=. 1995. ,w i7fJnJc.n ~. .ff~~lJH1!l¥JaW:l.1J!f' J. , ~31--65. ' (• • jf*~l1JI¥Ji&W:l.1J!f.). ,m=. 0. ~x~~S Berkowitz, D. and D. Pritchard 1989. "Political knowledge and communication resources", Journalism Quarterly. 66 (3):697-701.. Chaffee, S.H., S. Ward and L. Tipton 1970. "Mass communication and political socialization", Journalism Quarterly, 47: 647-659, 666. 115.

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(25) .I:t~-El.~~~f$_tlw*~.I¥JfJl!mtiiJ&mf1~I¥J~.. Patterson, T. E. Paper lation,. 1980. The Mass Media Election, New York: Praeger.. Pettey, G. R. 1988. "The interaction of the individual's social environment, attention and interest, and public affairs media use on political knowledge holding", Communication. cation. Research, Vo1.15(3):265- 281. Swanson, D. L. 1992. "The political-media complex," Communication Monograph:·Vol. 59: 397-400.. cation. ld the. s. NJ:. e, and. 'litical. Paper icago,. Paper ssoci. egon.. l. 117.

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