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After two peaceful alternations of political power in a single decade, Taiwan is a democratic success story, demonstrating levels of party competition, turnout rates and patterns of civic engagement similar to those in mature Western democracies. What factors drive electoral choice in Taiwan's new democracy? This paper addresses this question by testing rival models of voting behavior using the Taiwan Elections and Democratization Study (TEDS) 2008 presidential election survey data and the 2010 mayoral election survey data. Analyses show that, similar to their counterparts in mature democracies, Taiwanese voters place more emphasis on the performance of political parties and their leaders in delivering policies designed to address valence issues concerning broadly shared policy goals than on position issues or more general ideological stances that divide the electorate. Findings demonstrating the strength of the valence politics model of electoral choice in Taiwan closely resemble the results of analyses of competing models of voting behavior in Western countries such as Great Britain and the United States.
