정치관여수준에 따른 유권자행동분석에 관한 연구 = Research on the analysis of voter behavior based on the involvement in politics

다국어 초록 (Multilingual Abstract)

This is a study of the differences in voter behavior based on the involvement in politics or election in the process of selecting their political leader. It also explores if there is any differences in the search of information through the media in the process of selecting the candidate based on their involvement.
For this purpose, in terms of theory, representative theories among the theories of voter behavior analysis and those of involvement were reviewed. In terms of actual proof, the process of voting decision-making based on the involvement of Jeju City electorate who have voting experience was reviewed.
Main analysis results of this research and their meanings are as follows.
First, the connection between the involvement and the turnout showed a statistically significant difference only in the local election. In the presidential election, the turnout tends to be relatively high and it showed a little difference in the turnout of the involvement group.
Second, when it comes to getting necessary information on selecting the candidate, both in the local assembly election and the presidential election, the high involvement group got a larger amount of information from all media coverage than the low involvement group.
Third, the high involvement voters are affected most by newspapers, or printed media, followed by campaign pamphlets. The low involvement voters are affected most by TV, or broadcasting media, followed by family or co-workers, or reference groups.
Fourth, in terms of the relation between the involvement in politics and the winning rate of their supporting candidate, in the local election, the high involvement group showed a higher winning rate of their supporting candidate than the low involvement group.
The results indicate that the more subdivision of voters accommodating to the high involvement voter group and the low involvement voter group is needed since the behavioral responses in decision making in the election differ based on the involvement in politics of voters. Moreover, when it comes to selecting the target voter group, in line with the candidate's views and political circumstances, judgment on whether to select the high involvement voter group, or to select the low involvement voter group, is highly significant.
Therefore, it shows the need for a political marketing strategy based on the involvement of the candidate or the electorate and the distinguishing features between the high involvement voter group and the low involvement voter group. The results of this research have a limit for generalization in that all voters, the object of actual proof of this research, are a random sample who reside in Jeju City. However, it is very meaningful research in terms of the analysis of voter behavior in Jeju.

목차 (Table of Contents)

• 목차
• 제1장 서 론 = 1
• 제1절 연구배경 및 목적 = 1
• 제2절 연구의 범위와 논문의 구성 = 2
• 제2장 연구의 이론적 배경 = 4
• 제1절 정치마케팅의 개념과 특성 = 4
• 1. 정치마케팅의 개념 = 4
• 2. 정치마케팅의 특성 = 8
• 3. 정치마케팅의 전략적 관리체계 = 12
• 제2절 유권자 행동분석에 관한 이론적 고찰 = 14
• 1. 유권자 행동분석의 의의 = 14
• 2. 유권자행동분석을 위한 접근방법 = 15
• 3. 유권자의 투표행동 결정요인 = 18
• 4. 유권자 투표의사결정 과정 = 23
• 제3절 관여의 개념과 측정 = 24
• 1. 관여의 개념 = 24
• 2. 관여수준에 따른 분류 = 25
• 3. 관여의 측정 = 27
• 제3장 정치관여수준에 따른 유권자행동분석에 관한 실증적연구 = 31
• 제1절 연구모형 = 31
• 제2절 연구가설의 설정 = 32
• 1. 유권자 요인에 관한 가설 = 32
• 2. 커뮤니케이션 요인에 관한 가설 = 33
• 3. 선거결과에 관한 가설 = 33
• 제3절 조사 개요 = 34
• 제4장 실증조사의 결과분석과 해석 = 35
• 제1절 표본의 인구통계학적 특성 = 35
• 제2절 관여수준에 따른 유권자집단의 분류 = 36
• 제3절 연구가설의 검증 = 36
• 1. 정치관여수준에 따른 선거투표율의 차이 <가설 1> = 36
• 2. 정치관여수준에 따른 매체별 선호도의 차이 <가설 2> = 37
• 3. 정치관여수준에 따른 후보자정보에 대한 정확성 평가의 차이<가설 3> = 39
• 4. 정치관여수준에 따른 지지후보 당선율의 차이 <가설 4> = 40
• 제5장 결 론 = 42
• 제1절 연구의 요약과 시사점 = 42
• 제2절 연구의 한계점과 앞으로의 연구방향 = 43
• 참고문헌 = 45
• ABSTRACT = 48
• 설문지 = 50