專論八 Do Candidates” Advertising Spending Help Winning?
This paper studies the importance of political expenditures as the primary determinants of vote shares for Taiwan 2004 legislator campaigns. Taking account of the candidate”s vote shares conditional on advertising expenditures and several control variables. Our main findings is : The advertising spending, candidateswith same party with mayor, educated level of voters and degree of race competition had a strong effect on candidate”s vote shares but not for the economic performance. The robust evidences again confirm these above findings using weighted least squares estimation, and the Logit model demonstrates the result of the impact of advertising expenditures on the predicted probability of the win election. Overall, our results help to clarify the role of campaign spending in general, and advertising campaigning in particular, in bringing candidates to win.
Political advertising Campaign spending.
張炳存 張淑菱
台灣實踐大學高雄校區行銷管理學系
国内会议
北京
中文
75-93
2008-10-01（万方平台首次上网日期，不代表论文的发表时间）