Comparative Study of Emotional Value Perception, Communication and Political Support in Online Environment

摘要

This article explains how voter's emotional value perception of politicians affects their rational value perception and also trust in their policies, expectations for online communications and continuing political support. A research model connecting these factors is proposed with the cognitive path analysis determined by using structural equation model verification. The model verified that emotional value perception affects continuing political support. Furthermore, the emotional and rational perception of politicians by conservative voters is compared with progressive voters. For conservative voters, emotional perception has a strong influence on their rational perception and their trust in policies. For the progressive voter, communication expectation is a more important factor in garnering ongoing political support but the relationship is not statistically meaningful.