Preferences of Taiwanese Voters towards Legislative Candidates

• In Event: Looking and Sounding Like a Leader

Abstract

Beyond party affiliation, various personal attributes of political figures also play a crucial role in voter choice. However, previous research methods have limited our ability to ascertain which attributes are most significantly associated with voter preferences. Conjoint Survey Experiments offer a robust causal inference method to elucidate the causal relationships between different attributes and voter preferences. Focusing on Taiwan's regional legislative elections, this study designed conjoint survey experiments based on simulated election pamphlets to investigate these questions. The findings reveal that voters indeed exhibit specific preferences for attributes such as facial features, age, educational background, and policy stances of candidates. Candidate appearance, particularly matching a "baby face," being younger, possessing higher educational qualifications, and engaging in specific professions, all influence voter preferences.

Additionally, within the realm of policy stances, an emphasis on national defense and security issues reflects the unique political and economic environment in Taiwan. This study also observes variances in the distribution of candidate attribute preferences among subgroups with different demographic characteristics, noting varying degrees of interaction affecting the initial causal relationships. By demonstrating the specificity of voter attribute preferences in Taiwan's distinctive contextual background, this study serves as an intriguing research template not only for East Asian studies but also for emerging democracies' efforts toward democratic consolidation.

Authors

• CHENG HAN HUANG, NCCU

• Tung-Hung Hsu, National Chengchi University