差異收穫模式與交叉壓力的結合：以2018年嘉義縣市長選舉為例

Integration of the Differential Gains Model and Cross Pressure: The Case of the 2018 Mayoral Elections in Chiayi County and Chiayi City

民主的發展推動了言論自由的保障，人們就公共事務與他人進行意見交流的政治討論日益頻繁，政治討論已成為社會生活中常見的政治參與形式之一。本研究運用差異收穫模式以及交叉壓力作為研究核心，分析在2018年嘉義縣市長選舉期間，嘉義縣與嘉義市選民媒介使用與政治討論之交互作用對於選民選舉參與以及投票意願的影響，並進一步將交叉壓力視為調節變項，驗證在交叉壓力的作用之下，差異收穫模式對於選舉參與以及投票意願是否仍具有效果。研究採用電話訪問調查法，於投票月前一個月開始進行電話訪問，最後分別完成嘉義市543以及嘉義縣534份隨機樣本。研究結果顯示，網路媒介與人際政治討論之交互作用對於嘉義縣與嘉義市選民的選舉參與具有顯著影響力；傳統媒介與人際政治討論之交互作用對於嘉義縣與嘉義市選民的投票意願亦具有顯著預測力。然而，由於嘉義縣與嘉義市選民的網路政治討論普遍偏低，因此與網路政治討論相關的作用皆無顯著之影響。此外，人際交叉壓力之調節作用，對於嘉義市具有顯著影響，對於嘉義縣則無顯著影響。

Active political discussion is one of the motives for crafting a mature democracy. Previous studies have tested the differential gains model to explain the complexity of political engagement in face-to-face conversations, traditional mass media, and online interactions, presenting research results in which offline and computer-mediated interpersonal communication, such as online chatting, moderates the effects of political news on political participation. The term ''cross-pressure'' is utilized in studies of political behavior to refer to an individual’s experience of conflicting (rather than reinforcing) influences across a range of salient considerations. Early studies found that cross-pressured citizens are less enthusiastic about politics, more uncertain about their vote preferences, and less likely to participating in voting than those citizens subject to reinforcing political influences. The present study examines the interactional effects of media use and political discussions on voters’ political participation and willingness to vote by adopting the differential gains model and cross pressure theory during the 2018 mayoral elections in Chiayi County and Chiayi City. A telephone survey was conducted one month before the Election Day, in which 534 and 543 random samples were collected in Chiayi County and Chiayi City, respectively. The results showed that the interaction between online media use and interpersonal political discussion significantly predicts political participation both in Chiayi County and Chiayi City, whereas the interaction between traditional media use and interpersonal political discussion significantly predicts willingness to vote both in Chiayi County and Chiayi City. In addition, the moderating effect of interpersonal cross-pressure is significant in Chiayi City, but not in Chiayi County. This paper also discusses implications and recommendations for future research.