Since Ma Ying-jeou's inauguration on May 20, 2008, cross-Strait exchanges have become more popular and frequent, and the relationship between Taiwan and Mainland China seems to be closer. However, there are two different hypotheses, i.e. ”symbolic politics” and ”rational choice” approaches, to explain people's identity. This study examines these two competing hypotheses to account for citizens' preferences on the ”Taiwanese/Chinese Identity” issue in Taiwan's electoral politics, finding out the factors affecting their identity. Employing survey data collected in Taiwan, the analysis of the people's preferences on the ”Taiwanese/Chinese Identity” issue shows that even though cross-Strait relations has tended to more harmonious, Taiwanese identity remains strong. Factors including the people's provincial origin, party ID, independence-versus-unification preference, and Taiwan economic interest are influential in shaping people's Taiwan identity. It shows that the two hypotheses provide valid explanations; however, symbolic attitudes clearly play dominant roles on influencing Taiwanese identity.