What Contingency Factors Affect the Image of Korean Politicians?

This study applies the contingency theory of accommodation (CTA) to examine the extent to which the contingent variables surrounding a politician can influence the public's perception of the politician's image and their voting intentions in Korea. A total of 1,126 respondents were asked to view two aspects of a politician's image: (1) the politician's capabilities and attractiveness, and (2) the corruptness and self-righteousness (RQ1). The following factors had a significant impact on the respondents' perception of a politician's capabilities and attractiveness: their party leader's transformational leadership, the politician's communication activity and family history, prominent issues that the politician encounters, voter characteristics, the political party's relationship with the electorate, and the respondents' monthly income (RQ2). The following factors had a significant impact on the respondents' perception of a politician's corruption and self-righteousness: their party's political stability, the party's internal threats, the political environment, prominent issues that the politician encounters, and external threats to the politician (RQ2). The respondents' voting intentions were positively influenced by the openness of the party, the party leader's transformational leadership, relationship between the party and the voters, the politician's communication activities, and their perceived capability and attractiveness (RQ3). Interestingly, the higher the degree of party stability and perceived corruption of a politician, the lower the respondents' intention to vote for them (RQ3). After detailing these results, this study presents an in-depth discussion of its theoretical and practical implications.