The Influence of Voter Personality Traits on Electoral Decision-Making Toward the Future Forward Party in Thailand

Abstract

This research aims to 1) study the personality of voters, 2) study the personality of the Future Forward Party, and 3) examine the personality factors of voters that influence their decision to vote for the Future Forward Party. The study employed quantitative research, specifically survey research. The data collection tool was a questionnaire, and the sample comprised eligible voters across five regions of the country: the North, East, West, Central, and South. Data was collected using quota sampling from two provinces in each region where the Future Forward Party received the most votes, totaling 1,608 participants. Statistical methods used include percentages, means, standard deviations (S.D.), and regression analysis.

The research findings revealed that: 1) The average personality score of the sample group indicated that the "innovative thinking" trait was the highest, with a mean score at a relatively high level (x̄ = 4.78, S.D. = 1.14); 2) The average personality score of the Future Forward Party indicated that the "liberal" trait ranked first, with a mean score at a high level (x̄ = 5.98, S.D. = 1.13); and 3) The personality factors of voters, which include benefit-seeking (X1), sociability (X2), innovative thinking (X3), liberalism (X4), openness (X5), anxiety (X6), mental resilience (X7), independence (X8), and self-control (X9), accounted for 74.70% of the decision to vote for the Future Forward Party.