候選人形象、外貌特質與投票行為 之研究：以北區大學生眼動儀實驗為例

Abstract

本論文研究大學生對候選人形象與視覺圖像認知的評估，並分析大學生對候選人視覺圖像興趣區（Region of Interest，本研究以下同稱ROI）眼動情形如何影響大學生的投票傾向。本研究從政治傳播與政治心理學的角度，討論候選人形象特質對投票傾向的影響。候選人形象特質與臉部外貌特質在大學生的投票行為中，各有其研究觀點。形象特質與候選人情感溫度計的總體評價，藉由不同面向影響投票傾向；而臉部的外貌特質，從眼動的軌跡、注視次數、凝視的時間來影響投票抉擇。有別於一般政治傳播對於候選人形象的研究設計，本研究採用創新研究工具結合準實驗研究法，以紅外線眼動儀的眼球追蹤技術來蒐集大學生最直接的視覺反應。為了檢驗大學生眼動視覺反應對投票傾向的研究假設，本研究以2012年台灣第八屆立法委員選舉中，北部地區區域立委候選人的照片圖像，作為眼動實驗的材料，進行科學性的實證研究。 實驗研究發現，大學生對於候選人形象特質的評價分數愈高，對於候選人情感溫度計的評價分數也會愈高；反之則愈低。而在對於候選人形象特質的評價分數愈高，在候選人外貌特質ROI興趣區的第一時間優先注視時間、注視次數、凝視時間並不會隨之增高。且大學生對於候選人外貌特質ROI興趣區的第一時間優先注視時間、注視次數、凝視時間愈高，對於候選人情感溫度計的評價分數並不會產生影響。 再者，大學生對候選人外貌興趣區ROI的注視順序會影響投票傾向，優先注視的時間愈長，愈會投票支持該候選人，依序是眼睛、鼻子及嘴巴。其次，選民對候選人外貌興趣區ROI的注視次數會影響投票傾向，注視ROI的累積次數愈多，愈會投票支持該候選人，其中以眼睛的次數最多。第三，大學生對候選人外貌興趣區ROI的凝視時間會影響投票傾向，凝視ROI的累積時間愈長，愈會投票支持該候選人，累積時間依序的排名為眼睛、鼻子、嘴巴。 最後，本論文也嘗試以政治心理學途徑解釋大學生的投票行為。透過大學生對於視覺實驗反應的結果檢證，本研究認為影響大學生投票行為的因素，應是在對於候選人外貌特質ROI興趣區上，眼球第一時間注視時間、注視累積次數、凝視總時間最直接的反應，成為判斷是否支持該候選人的重要因素。以此，本文認為大學生在發展出以「外貌特質」為重要投票參考依據的來源時，在尚未形成政治上投票行為的生命週期時是最好的觀察時機。而本文透過紅外線眼動儀追蹤大學生眼動情形，探究候選人形象特質與外貌特質對於投票行為的影響，或許能為未來投票行為的研究開闢一條創新的路徑。

This study focused on college students assess candidate's image and perception of visual images, and analyzed visual images of the candidates college Region of Interest ( hereinafter referred ROI with) eye on how the situation affects the tendency of college students to vote.This study was from politicalcommunication and political psychology perspective, discussed the impact of the image qualities of the candidates voting tendencies.Image characteristics and overall evaluation of the candidate feeling thermometer, with different voting intention for the impact; facial appearance and characteristics were from eye movement trajectory, fixation times, gaze time to influence the voting decision.Unlike the general image of the candidates for the study of political communication design.In this study,authorcombined with innovative research tools quasi-experimental method with an infrared eye tracker's eye-tracking technology to gather college students the most direct visual response.In this study, in 2012eighth Taiwan legislators’election, legislative candidates’the photo image in northern region, as eye movement test materials, conduct scientific empirical research. The research found that for the evaluation of candidate scores were higher image qualities for a candidate feeling thermometer evaluation score will be higher; otherwise lower.For the evaluation of candidate scores higher image qualities, the first time a candidate looks interesting area of priority attention to the characteristics of the time, watching the number of gaze time and will not have increased.And college students for the first time a candidate region of interest appearance traits priority fixation duration, fixation times, gaze times higher emotional thermometer for candidate evaluation score will not have an impact. Furthermore,collegestudents watched the order of candidates’the Region of Interestof appearance will affect the tend to vote.The longer the priorityattention, the more will vote for the candidate,order of the eyes, nose and mouth. Secondly, the appearance of the candidates voters watched the number of regions of interest tends to affect voting.The cumulative ROI watched more times, the more will vote for the candidate, among the most eyes.Third, the college students looks for a candidate region of interest gaze time will affect the voting tendencies. The ROI gaze longer cumulative time, more will vote for the candidate, cumulative time ranking order for the eyes, nose, mouth. Finally, we also try to explain the way the political psychology of college students voting behavior.For college students through visual inspection certificate experimental reaction results. This study suggests that factors that affect voting behavior of college students,should be in the region of interest candidate appearance qualities, eye gaze first time, watching the cumulative number of the most direct gaze total reaction time, become an important factor in determining whether the candidate's support.With this, the paper argues that students in the development of "appearance qualities" as an important source of reference when voting, when voting behavior has not yet formed a political life cycle is the best time to observe.In this study, using infrared eye tracker to track eye movement situations college students to explore the characteristics of the candidate image and appearance characteristics influence the voting behavior,may be able to open up a path of innovation for future research voting behavior.