การวิเคราะห์ความสัมพันธ์ความสนใจสืบค้นข้อมูลการเลือกตั้งทางสื่อออนไลน์ กับผลคะแนนการเลือกตั้งสมาชิกสภาผู้แทนราษฎร์ ปี 2566

Analysis of the Relationship between Online Media Information Seeking and the Election Results of Members of Parliament in 2023

Abstract

The objective of this research was to study and analyze the relationship between online media information seeking and the election results of members of parliament on May 14, 2013. This election was a significant political event in Thailand, as the liberal Democratic Party, which had only been elected twice before, achieved a long-lasting victory over the major political party despite receiving a significant number of votes. One contributing factor was the increased participation of first-time voters and the greater utilization of online social media as a tool for political communication compared to previous elections. Using multivariate analysis of variance (MANOVA), this study found that the use of online social media, particularly through information seeking on the Google search engine in the 90-day period prior to the election, had a significant impact on the election results in the party list system. However, it did not have a significant impact on the election results in the constituency system. Furthermore, the study determined that the population's Internet access rate did not significantly correlate with the election results of the members of parliament in both the constituency and party list systems.