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Young adult voting decision-making: Studying the effect of usage from a consumer behaviour perspective

journal contribution
posted on 2014-05-01, 00:00 authored by Tiffany Winchester, J Hall, Wayne Binney
This study investigates the application of consumer behaviour theory to young Australian adults’ voting decision-making. Previous decision-making studies identified constructs of subjective knowledge, involvement, information seeking, satisfaction, confidence, and stability as key factors in voting decision-making. This research tests the relationship that these factors have with the consumer behaviour concept of usage. A new concept, commitment to vote, is also considered for Australia’s compulsory voting context. Data were gathered from a sample of 257 Australian citizens between the ages of 18 and 25. Exploratory factor analysis produced nine factors, and MANOVA and ANOVA were used to test the differences between three usage groups: voluntary users, involuntary users, and never trieds. The results illustrate that usage has a significant influence on information seeking, commitment to voting, satisfaction with voting choice, and stability in voting decision-making. Therefore, usage is a key element in voter decision-making and needs to be included in future studies.

History

Journal

Australasian marketing journal

Volume

22

Issue

2

Pagination

144 - 154

Publisher

Elsevier

Location

Amsterdam, The Netherlands

ISSN

1441-3582

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2014, Elsevier