VOTER AS A CONSUMER OF POLITICAL INSTITUTION: THE INVESTIGATION OF THE DYNAMICS OF THE VOTING BEHAVIOR FROM THE PERSPECTIVE OF CONSUMER BEHAVIOR

Abstract

The purpose of this study is to examine the basic dynamics of voting behavior from the perspective of consumer behavior. For this purpose, face to face questionnaires were applied to 280 voters selected from the residents who reside in Tokat city center. Analyzes were carried out via 252 valid questionnaires. The data were analyzed by SPSS and LISREL package programs. After SPSS was used for descriptive statistics and reliability analysis, path analysis was performed with the observed variables with LISREL. The results of the research show that the perceived risk of voters' decision to vote has an impact on political involvement and information seeking. Political involvement, information seeking and subjective knowledge affect political opinion leadership perceptions. Confidence in the decision affects the satisfaction, stability, information seeking and the perceived risk. These results show that the outcome of the voter decision process is an input to repetitive voting processes, just like in consumer behavior, and that consumer behavior models can be used to explain voter behavior.