The important factors influencing Thai first-time voters and older vorters to vote for the political party in Thailand.

Abstract

This study illustrates the important factors influencing Thai first-time voters and older voters to vote for the particular political party in Thailand. Identifying the five potential factors from the past studies and tested it with 117 respondents who age between 18-25 years old and 45-60 years old. The five potential factors consist of Trust, Political Party’s Policy, Political Socialization, Political Candidate’s Messages, and Political Party’s Brand Image. After analyzed the result, we found that all five factors have significant effects on voter decisions. This study also provides a discussion about the behavior of two voter groups in accessing political information.