負面選戰似乎一直都是台灣每逢選舉的一大亮點與特色，尤以從近年跌宕起伏的選舉結果可以窺見，負面競選在不知不覺中或多或少引導了台灣選舉最終的走向，加上數位技術的發展促進了更自由的媒體環境，其去中介化（disintermediation）的特性使政治人物不僅能夠更即時地傳播競選訊息，還能善用這一特點發表負面言論、使用負向詞彙、強調敵對陣營的缺陷，這種與負面情緒相關的訊息會對閱聽眾產生更大的影響，也使閱聽眾對觀看的內容留下更深刻的印象。加上候選人為了能夠在社群媒體的眾多訊息中脫穎而出，並加速動員支持者網絡，負面競選的使用對於候選人而言應是當代網路競選傳播策略中的一大利器。有鑒於此，研究透過分析2016年與2020年的區域立委候選人臉書貼文，探查負面修辭策略於線上傳播的有效性，同時納入留言負面情緒與貼文主題對貼文負面程度與線上政治參與行為（按讚數、留言數、分享數）的干擾影響，以更全面的解析社群媒體中的負面競選效益，同時比較2016年與2020年候選人臉書貼文的負面程度及其影響是否隨著越發情感極化的台灣有所變化。
研究結果顯示候選人貼文的負面程度的確能夠影響候選人貼文的留言數與分享數，不論是在2016年還是2020年，而候選人貼文的憤怒程度在2016年時，僅對分享數有顯著正相關，可於2020年，候選人貼文的憤怒程度在留言數與分享數上皆達顯著。至於貼文焦慮情緒對線上政治參與行為的影響則皆未達顯著。而留言憤怒情緒對貼文負面程度與線上政治參與行為的干擾作用，則在2016年與2020年產生了不一致的影響；留言焦慮情緒的干擾效果則亦皆不顯著。於貼文負面程度與貼文主題的交互作用中，若是2016年的分析結果，僅有議題主題與貼文負面程度的交互作用在留言數上有顯著效果，形象主題與貼文負面程度的交互效果皆不顯著。2020年貼文主題對貼文負面程度與線上政治參與的干擾影響中，則是僅有議題主題與貼文負面程度的交互作用在分享數上有達顯著，形象主題與貼文負面程度的交互效果在按讚數與留言數上不顯著，但在分享數上卻出現了負向影響，顯然與預期在社群媒體中形象主題的攻擊貼文會優於議題主題攻擊貼文的推論不同，但此結果或許也表示相較於一味地進行人身攻擊，採取言之有物的攻擊策略更能說服選民、參與互動。並且研究發現相較於2016年，2020年候選人貼文的負面程度、負面情緒與留言負面情緒及貼文的不同主題的詞彙使用都有顯著增加，再者，相較於2016年，2020年候選人貼文的負面程度將會促發選民產生更多的留言與分享行為，而這樣的結果與愈發情感極化的台灣、促發負面詞彙的使用，並進一步促發支持者進行病毒式傳播的參與行動、加深選民間的分裂，這當中是否真的存在因果關係，則有待未來的研究加以驗證。最後，根據此研究結果，不僅能夠瞭解候選人線上的負面發文型式對於接收者線上政治參與行為的影響，也能藉此給予候選人進行線上負面攻擊時相關的實務建議，並為線上的負面競選策略研究帶來更多可能的研究取徑。

Negative campaigning seems to be one of the major highlights and features of every election in Taiwan, especially as seen in recent years, where negative campaigning has unconsciously guided the final direction of Taiwan's elections to a significant degree. The disintermediation nature of the media has enabled politicians not only to disseminate campaign messages more immediately, but also to take advantage of this feature to make negative statements, use negative vocabulary, and highlight the flaws of the opposing camp, which can have a greater impact on the audience and leave a deeper impression of the content viewed. Coupled with the need for candidates to stand out from the crowd of messages in social media and to accelerate the mobilisation of their supporter networks, the use of negative campaigning should be a powerful tool for candidates in contemporary online campaign communication strategies. In view of this, the study investigates the effectiveness of negative rhetoric strategies in online campaigning by analysing the Facebook posts of regional legislative candidates in 2016 and 2020, and incorporates the effects of negative message sentiment and post subject matter on the degree of post negativity and the interference of online political engagement behaviours (the number of likes, messages, and shares) to more comprehensively analyse the benefits of negative campaigning in social media, and to compare whether the level of negativity and the impact of candidates' Facebook posts in 2016 and 2020 have changed with the increasingly emotionally polarised Taiwan.
The results show that the level of negativity of candidates‘ posts can indeed affect the number of comments and shares of candidates’ posts, both in 2016 and 2020, while the level of anger of candidates‘ posts only has a significant positive correlation with the number of shares in 2016, in 2020, the level of anger of candidates’ posts reaches a significant level in both the number of comments and the number of shares. However, in 2020, the anger level of candidates' posts reaches a significant level in both the number of comments and the number of shares. As for the effect of posting anxiety on online political participation, it is not significant at all. As for the effect of anger on the negative level of posts and online political participation behaviour, there are inconsistencies between 2016 and 2020, while the effect of anxiety on the negative level of posts is not significant either. For the interaction between post negativity and post topic, only the interaction between topic and post negativity has a significant effect on the number of messages, while the interaction between image topic and post negativity is insignificant for the 2016 analyses, while the interaction between topic and post negativity is insignificant for the 2020 analyses. The interaction between image topic and post negativity is not significant for likes and comments, but is negative for shares. This is clearly different from the assumption that image attack posts are better than issue attack posts in social media, but this result may suggest that a more informed attack strategy is more likely to persuade voters than a more personal attack, The results also suggest that 2020 is more likely to be a good year for voter engagement than 2016. Furthermore, the level of negativity in candidate posts, negative sentiment and the use of negative words in messages and posts on different topics have increased significantly in 2020 compared to 2016, and the level of negativity in candidate posts in 2020 will motivate voters to leave and share more messages compared to 2016. Whether there is a causal relationship between these results and the increasingly polarised Taiwan, the use of negative terms that further viralise supporters and deepen voter divisions, remains to be proven by future research. Finally, based on the results of this study, not only can we understand the impact of candidates‘ negative online postings on recipients’ online political engagement behaviour, but we can also give practical advice to candidates on how to conduct negative online attacks, which will also bring more possible avenues for research on online negative campaigning strategies.

論文審定書...................................................................................................i
摘要...............................................................................................................ii
Abstract.........................................................................................................iv
目錄...............................................................................................................vii
圖目錄 ..........................................................................................................ix
表目錄 ..........................................................................................................x
第一章 緒論..................................................................................................1
第一節 研究背景....................................................................................1
第二節 研究動機....................................................................................4
第三節 研究問題與研究目的................................................................7
第二章 文獻探討與研究假說......................................................................12
第一節 社群媒體興起下的競選運動....................................................12
第二節 社群媒體競選與負面競選........................................................14
第三節 社群媒體負面競選與線上政治參與........................................19
第四節 貼文留言情緒之干擾................................................................31
第五節 貼文主題之干擾........................................................................36
第六節 2016年與2020年候選人社群媒體貼文負面性的增加與其影響差異...............................................................................................................39
第三章 研究架構與研究方法......................................................................45
第一節 研究架構....................................................................................45
第二節 分析方法與資料來源................................................................46
第三節 變項操作化................................................................................48
第四章 資料分析與結果..............................................................................55
第一節 描述性統計................................................................................55
第二節 假說驗證....................................................................................61
第五章 結論與建議......................................................................................86
第一節 研究總結與研究發現................................................................86
第二節 研究貢獻與限制........................................................................92
第三節 未來研究方向............................................................................95
參考文獻.......................................................................................................96
附錄一、R程式碼........................................................................................136
附錄二、議題字典......................................................................................146
附錄三、特質字典......................................................................................150

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