科技部專題研究計畫主持人
MOST109-2410-H-024-006-SSS109-2410-H-024-006-SSS
聊天還是社交?政治機器人、政治行銷溝通與選民的政治選擇行為
Chat or Social? Political bot, political marketing communication and citizen political choice behavior
科技部
Ministry of Science and Technology
國立臺南大學行政管理學系
Department of Public Administration and Management. National University of Tainan.
林佳燕
Lin, Chia-Yen
國立臺南大學行政管理學系
Department of Public Administration and Management. National University of Tainan.
林佳燕
0937-009616
chiayen@mail.nutn.edu.tw
計畫執行期間起:2020-07-01
計畫執行期間迄:2021-07-31
2021-01-01
2021-06-30
有使用過衛福部宣導疾管家
3
007
01
政策機器人、政策溝通、公民承諾、社群媒體
political bots, political marketing communication, citizen engagement, social communities
近年來政策行銷溝通已成為政府機構爭取公民對政策支持的重要課題。社交機器人與政治機器人興起之後,政府機構對於的政治行銷溝通策略日益重視。本研究透過問卷調查方式,試圖瞭解目前公部門利用社交機器人進行政策溝通實的公民滿意度。根據本研究調查顯示,政策機器人的使用正向影響了公民的使用經驗、公民滿意度以及政策支持度,尤其是衛福部的LINE疾管家APP,在公民的使用認知、使用經驗、使用滿意與政策支持構面均有較優秀的表現。本研究也初步建構了路徑分析,政策機器人的使用認知對於使用經驗、政策支持與公民滿意度均有顯著的正向影響。對於政府機構來說,適當運用政策機器人進行政策宣導是具有正面效益的,本研究提供了實務驗證並提出後續研究建議。
Political and policy marketing communication has become an important issue for politicians and government to win citizen support and votes. However, most citizens\' message acceptance patterns are completely different from the past in the era of rapid digital revolution and mass information. This study adopted questionnaire survey to investigate the user(citizen) perceptions on Taiwan CDC’s (Ministry of Health and Welfare’s) social-bot App, and process the relationships between user(citizen) perceptions, satisfaction, citizen engagement. The result shows use of the policy-social-bots have significantly positive effect on user experience, user(citizen) satisfaction, and citizen engagement, and the “line app” reached a better performance than Facebook and Instagram. This research also constructed a path analysis, and concluded the use of policy-bot appropriately for policy advocacy will be beneficial for both government and citizens. This study provides an empirical suggestion of interest of social bots for government policy marketing, and the recommendations of future research.
否,尚未處理,待處理之問卷題號4-11
僅就有無可識別個人身份資料進行檢查及處理,不對變項名稱、變項及選項數值說明與問卷是否一致或有定義進行核對或修改。
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