Decision-making and satisfaction in campus e-voting: moderating effect of trust in the system

  • Norazah Mohd. Suki, Norbayah Mohd. Suki
  • Journal of Enterprise Information Management, October 2017, Emerald
  • DOI: 10.1108/jeim-08-2016-0151

Decision-making and satisfaction in campus e-voting

What is it about?

This study examined the determinants that influence students’ decision-making and satisfaction in campus e-voting. It also investigated the moderating effect on students’ decision-making and satisfaction in campus e-voting between students with different levels of trust in the system.

Why is it important?

The election commission of the university and the university management should increase students’ turnout and commitment to vote during campus e-voting by outlining effective marketing strategies, campaigns and promotions across a number of digital platforms, including mobile SNS. They need to ensure that voters can sense their involvement is warranted and will continue to vote electronically in the next campus election. Originality/value - The research yielded an exclusive perspective into students’ decision-making and satisfaction in campus e-voting. It also uncovered the influence of moderating effect of trust in the system in developing countries which is marginally concealed in the literature. The measurements produced can be used as a research tool for more exploratory and explanatory research related to political marketing among young adult voters.

Perspectives

Professor Dr Norazah Mohd Suki
Universiti Utara Malaysia

The PLS-SEM approach revealed that voters’ commitment to vote was the strongest determinant of students’ decision-making and satisfaction in campus e-voting. Voters’ high satisfaction with campus e-voting was based on the commitment and requirement of students of the university to vote. Compulsory voting was not a hassle for them in order to achieve campus development and sustainability. A moderation analysis revealed that the relative influence of commitment to vote on students’ satisfaction in campus e-voting was higher in the group with medium level of trust than among the group with high level of trust.

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http://dx.doi.org/10.1108/jeim-08-2016-0151

The following have contributed to this page: Professor Dr Norazah Mohd Suki and Assoc. Prof. Dr. Norbayah Mohd Suki