Factors affecting the decision to elect members of the representative from emerging parties: A case study of elections in Ubon Ratchathani, District 10th, year 2023

Abstract

The research provided investigates the factors influencing the popularity of emerging political parties in Ubon Ratchathani Province, District 10, during the 2023 elections. The study combines both quantitative and qualitative methodologies to gather and analyze data.Quantitative methods involved surveying 400 individuals from various districts and using statistical tools like SPSS to analyze the data. Qualitative methods involved interviewing 20 individuals using open-ended questions. The findings suggest that factors such as the qualifications of the candidates and their strategies for building a voter base significantly influence election behavior. Specifically, the research found that applicant qualifications had the highest predictive power, followed by the strategy for creating a voter base, while the influence of the political party itself was comparatively lower. Moreover, the study indicates that 78% of the variation in election behavior towards emerging parties in District 10 can be explained by these factors. The remaining 22% may be attributed to other unexplored variables. Qualitative insights from citizen samples corroborated these findings, emphasizing the importance of candidate qualifications and community engagement in influencing voter decisions. The example of the Pheu Tai Unity Party candidate illustrates how past actions, community involvement, and perceived qualifications played a significant role in garnering support.  Overall, this research provides valuable insights into the dynamics of emerging political parties in Ubon Ratchathani Province, District 10, shedding light on the factors that shape voter behavior and contribute to the success of such parties in elections.