Predictors of Voting Intentions among First-Time Voters in a Rural Municipality in the Philippines

This study examined the factors that influence the voting intentions of first-time voters in a rural municipality in the northern Philippines. This study employed a quantitative research design guided by Singh et al.’s (1995) Voting Behavior Model, with 148 first-time voters (N = 148) completing a researcher-developed survey questionnaire. Descriptive results showed that respondents held more favorable attitudes toward individual candidates than toward political parties and perceived both their social circles and mass and digital media as influential in shaping their voting considerations. Regression analysis indicated that the overall model was significant (F 4,143) = 17.84, p < .001). However, only attitude toward individual candidates (β = .634, p < .001) and mass media subjective norms (β = .241, p < .01) significantly predicted voting intentions. Attitudes toward political parties and interpersonal norms were not significant predictors. These findings suggest that first-time voters rely primarily on candidate-specific qualities and media portrayals rather than party affiliations or interpersonal influences. These results offer concrete implications for designing youth-focused civic education initiatives and electoral communication strategies.