本研究以2016年台灣總統大選候選人蔡英文的官方臉書為研究對象，旨在探討蔡英文臉書於選戰期間策略的運用與選民相對應的線上公民涉入行為（以按讚、分享和評論為指標）以及之間的相關性。採用內容分析法，並以亞里斯多德的語藝為分析基礎對樣本進行研究與分析。研究結果發現感性訴求是總統競選期間蔡英文臉書發文最高度使用的語藝策略。此外，研究顯示，無論是按讚、分享或評論，感性兼人格可信度是吸引選民進行線上公民涉入頻率最高的語藝訴求。研究也發現不同語藝策略彼此之間在「按讚」的線上公民涉入行為上呈現顯著的不同。最後，本研究亦對臉書作為選戰工具與未來的研究提出討論與建議。

This study examines political discourse of candidate’s Facebook pages, online civic engagement (measured by the number of likes, shares and comments), and the relationship between them during electoral campaigns. Content analysis and Aristotelian rhetoric are adopted to analyze the official Facebook pages of In-Wen Tsai during the 2016 presidential election. Results show that pathos is the most popular rhetorical strategy employed by In-Wen Tsai during campaigns. In addition, findings show that pathos/ethos engage most online civic engagement behaviors. Furthermore, statistical analysis reveals that Aristotelian rhetoric used on the posts has an impact on the number of “likes” given to the posts. Finally, discussions and suggestions relevant to Facebook as a campaign tool and future research are provided.