Election to provide opportunities and pipelines for political participation, related to the development of political system and the implementation of democratic politics, the regime is peaceful, orderly transfer of tools, is also an important democratic process, which is a democratic country to maintain political legitimacy of the main Methods, but also non-democratic countries in transition towards a democratic system of government an important mechanism, and voting is the most popular political participation of citizens, the most common, is also close to the general public most likely a form of participation.
The study use the visit information of Taiwan elections and democratization investigation in 2006 that relating to Kaohsiung Mayor election survey data, in order to investigate factors influencing the choice of the voters from the social psychology study ways to survey the Michigan Model in party Identification, candidate evaluation, campaign issues and other variables in the voting model of the importance. Finally, we attempt to identify influencing the choice of Kaohsiung people to vote deciding factor.
This study showed that, the five social background of voters (including the gender, age, ethnic group, educational level, families income) and party Identification, candidate evaluation, campaign issues, ethnic identity, these five variables and four intermediate variables were significantly associated. Particularly, the ethnic identity is a very important effect and these four intermediary variables also have very significant influence for choice of the voters voting.
Polynomial logistic regression was used to establish the simple and complete model in order to check variables and intermediary variables between the relations of voter choice. In simple model was found that party Identification, the five candidate evaluation and the three campaign issues affect the voters choice definitely, especially the party Identification, the relatively reliable in the candidate evaluation and the remedial for the Love River, the completion of Singuang Ferry Wharf in the campaign issues, but to understand that ethnic identity with regard to the voters intention was not significant affects. In complete model showed that the nine variables (including the age, ethnic group, educational level, families income and the party identification, more ability to work, to understand that the people demand, relatively reliable, the most enthusiastic service to the people, remedial for the Love River, the completion of Singuang Ferry Wharf and the incident of walking fees) affect the voting choice of the voters. In particular, age, party identification, have more ability to work, relatively reliable, remedial for the Love River, the completion of Singuang Ferry Wharf were the most important explanatory variables and have significant relevance to the election with the support of the mayor candidates.
Party Identification, candidate evaluation, campaign issues, and the ethnic identity of these four variables is a pretty good model that ability to explain the voting behavior.
Key words: Voting choice, Party Identification, Candidate evaluation, Campaign issues, Ethnic identity