Main Article Content
The objectives of this research were to study: 1) level of political communication, values, perceived benefits, political system, and people’s decision to vote for representatives in a general election; and 2) the influence of political communication, values, perceived benefits, and political system on people’s decision to vote for representatives in a general election. This research utilized a mixed research methodology combining quantitative and qualitative research methods. For the quantitative research part, data were gathered with the use of a questionnaire from 400 people living in Samut Prakan Province Region 2 Area. They were selected by simple random sampling. The sample size was calculated based on Taro Yamane Formula. Data were analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 10 politicians, who had won elections at both local and national levels, and 3 academics in the field of politics. Data were analyzed with content analysis. Research findings showed that: 1) political communication, values, perceived benefits, political system, and people’s decision to vote for representatives in a general election were all rated at a high level; and 2) political system had the greatest influence on people’s decision to vote for representatives in a general election, followed by political communication, perceived benefits, and values, respectively. These findings provided knowledge on voter motivation. Political parties and candidates can use these findings in determining strategies for more efficient campaigning
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