Examining the perceived values toward regional factions and its impacts on the local election: The reasoned action approach perspective

The regional faction, which is frequently perceived as a threat to the democratic system, has received limited attention regarding its representation of values in contemporary society and influence on voting behavior. This study employs the reasoned action approach (RAA) to investigate the influence of attitudes and subjective norms on electoral intention, incorporating perceived utilitarian and hedonic values toward the regional faction. The study hypothesizes that these value perceptions, in conjunction with the theoretical predictors, will collectively influence the voting intentions of electors. Two months before the local elections in Taiwan in 2022, 469 respondents provided information. Using SPSS 25.0, descriptive statistics and regression analyses were used to analyze the data. Principal findings indicate that instrumental attitude, affective attitude, and descriptive norm positively influence electoral intention, whereas injunctive norm negatively influences electoral intention. Moreover, hedonic values moderate the relationships between affective attitude and intention and between injunctive norm and intention. Likewise, utilitarian values moderate the relationship between injunctive norms and intent. These findings highlight the significance of voters' perceptions of the regional faction's value, casting light on its impact on electoral intent. During the investigated local election in Taiwan, the interaction of attitudes, norms, and values emerged as a crucial factor influencing voter behavior. These findings enhance our comprehension of the intricate decision-making processes within the electoral context and provide valuable insights for political campaigns and policy considerations. Key Words:Regional faction, Election, Reasoned action approach, Utilitarian value, Hedonic value