魅力領導一直以來都是領導者獲取民眾信賴的重要利器，以前的政治人物一直以傳統媒體為媒介來宣傳自身的魅力以及獲取民眾的支持，然而現代社會主要觀看的行為漸漸地轉向了社群媒體。社群媒體對政治人物而言已經是不容小看的宣傳平台了，民眾透過在傳統媒體以及社群媒體上使用以了解政治人物的魅力並轉而支持特定的政治人物。本研究旨在探討蔡英文的領袖魅力在民眾在社群媒體以及傳統媒體上的使用行為對民眾支持度的影響。本研究經實證調查並透過統計檢定分析後有下列重大的發現。1. 蔡英文總統仍受到民眾的支持，其仍有一定的魅力。2. 社群媒體較容易降低民眾對蔡英文總統的支持。3. 女性支持者較容易接收到魅力訊號。4. 蔡英文總統的願景不容易被傳統以及社群媒體傳播出去。5. 傳統媒體依然是政治人物傳播自身魅力最好的傳播媒介。6. 蔡英文總統在社群媒體上的表現會影響到民眾對她的支持。

Charismatic leadership has always been an important tool for leaders to gain the 
trust of the people. In the past, politicians have used traditional media as a medium to 
promote their own charm and obtain support from the people. However, the behaviors 
mainly watched in modern society have gradually turned to social media. . Social media 
is no longer a propaganda platform for politicians. People use traditional media and 
social media to understand the charm of politicians and turn to support specific 
politicians. This research aims to explore the influence of Tsai Ing-wen’s charisma on 
public support in social media and traditional media. After empirical investigation and 
analysis through statistical verification, this research has the following major findings. 
1. President Tsai is still supported by the people, and he still has a certain charm. 2.
Social media is easier to reduce popular support for President Tsai. 3. Female supporters 
are more likely to receive charm signals. 4. President Tsai’s vision is not easily spread 
by tradition and social media. 5. Traditional media is still the best communication 
medium for politicians to spread their own charm. 6. President Tsai’s performance on 
social media will affect public support for her.

目錄
目錄	I
表次	III
圖次	V
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	4
第二章 文獻探討	5
第一節 領袖魅力之定義與相關理論	5
第二節 社群媒體上的使用行為與政治之關聯	10
第三節 傳統媒體上的使用行為與政治之關聯	13
第四節 研究假設之推論	16
第三章 研究方法	21
第一節 研究架構	21
第二節 變項之操作性定義與衡量	22
第三節 研究假設	28
第四節 資料分析方法	30
第四章 資料分析與結果	32
第一節 描述性統計分析	32
第二節 信度分析與因素分析	38
第三節 相關性分析	43
第四節 迴歸分析與干擾效果分析	45
第五節 獨立樣本T檢定與單因子變異數分析	59
第六節 研究假設檢驗結果總匯	69

第五章 結論與建議	71
第一節 結論	71
第二節 管理上的意涵	75
第三節 研究限制	78
第四節 建議	79
參考文獻	81
一、中文部分	81
二、英文部分	82
附錄：問卷	92

表次
表2- 1  Conger, Kanungo, and Menon之魅力領導模型	10
表3- 1  本研究之各變項操作性定義	22
表3- 2  魅力領導之衡量題項	24
表3- 3  傳統的媒體使用行為傳播之衡量內容	25
表3- 4  社群的媒體使用行為傳播之衡量內容	26
表3- 5  民眾支持度之衡量題項	27
表4- 1 人口統計變項分析表	33
表4- 2 研究變項分析表	35
表4- 3 各變項之信度表	39
表4- 4 各變項之KMO值與Bartlett 球形檢定	39
表4- 5 魅力領導之因素分析表	40
表4- 6 傳統媒體使用行為之因素分析表	41
表4- 7 社群媒體使用行為之因素分析表	42
表4- 8支持度之因素分析表	42
表4- 9 各變項間之相關性分析	44
表4- 10 社群媒體使用行為對支持度之迴歸分析	45
表4- 11 個人承受風險與支持度之迴歸分析	47
表4- 12 傳統媒體的使用行為對願景與願景的表達與支持度的干擾      效果驗證	49
表4- 13 傳統媒體的使用行為對反傳統行為與支持度的干擾效果驗證	50
表4- 14 傳統媒體的使用行為對環境敏感程度與支持度的干擾效果驗證51
表4- 15 傳統媒體的使用行為對追隨者需求與支持度的干擾效果驗證	52
表4- 16 傳統媒體的使用行為對個人承受風險與支持度的干擾效果驗證53
表4- 17 社群媒體的使用行為對願景與願景的表達與支持度的干擾效果驗證 54
表4- 18 社群媒體的使用行為對反傳統行為與支持度的干擾效果驗證	55
表4- 19 社群媒體的使用行為對環境敏感程度的表達與支持度的干擾效果驗證 56
表4- 20 社群媒體的使用行為對追隨者需求的關懷與支持度的干擾效果驗證 57
表4- 21 社群媒體的使用行為對個人承受風險與支持度的干擾效果驗證58
表4- 22 不同性別者在各變項之差異分析表 61
表4- 23 不同教育程度者在各變項之差異分析表	62
表4- 24 不同職業者在各變項之差異分析表	64
表4- 25 不同年齡者在各變項之差異分析表	66
表4- 26 不同政黨傾向者在各變項之差異分析表	67
表4- 27 研究假設檢驗彙總表 69

圖次
圖2- 1 政治傳播的進展演進圖	11
圖2- 2 政治傳播因素圖	15
圖3- 1 本研究之架構圖	21

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