探討政治行銷的調適性：消費決策模式觀點

Abstract

本研究從消費者行為中消費決策模型去探討選民決策過程。政治行銷發展至 今，調適了商業行銷的操作手法與市場導向的行銷概念，也因為兩者間本質上的 差異而有所限制，以選民行為的研究為例，由於消費決策模型的應用過於繁複， 且其重視個體差異的性質不符合多數當選的制度，所以鮮少見用。然而，本研究 透過 2020 台灣區域立委候選人 K 的行銷手法為例，以深度訪談的方式，探討不 同樣態、背景的選民在接收到不同的行銷刺激後可能會有的反應，以及訊息接受 的程度與態度形成的關係，進而對照 K 選舉團隊的行銷溝通，是否為有效的溝通 方式。研究發現，討論選民決策過程可以提供選舉人更多視角，用以檢視行銷策 略的盲點，並避免錯誤而導致行銷資源的浪費。

This study aims to examine voters’ decision-making process using a consumer behavior model with 2020 Taiwanese legislative candidate K. Political marketing has been adapted in accordance with commercial marketing concepts. With the intrinsic differences when compared to a standard business model, there are some restrictions on switching commercial marketing tools to political ones. Take the voters’ behavior for example, it hasn’t been properly examined since the study of voters’(buyers’) behavior is too complicated and time-consuming. However, this study does shade some lights on voters’ reaction and attitude. It was also found that consumer decision-making process could help the candidate examine their effectiveness of marketing communication campaigns through the analysis of voters’ information processing.