An extended UTAUT2 model of voting choice among young voters in Selangor: integrating newman and sheth's model of primary voter behaviour

The expansion of the youth electorate following Undi18 has intensified the role of social media in shaping political engagement among young voters in Malaysia. However, existing voter behaviour models do not adequately explain how social media acceptance translates into voting choice, while technology acceptance models remain limited to behavioural intention without addressing electoral decision-making outcomes. This theoretical gap highlights the need for an integrated framework that explains both technology adoption and voter behaviour. This study developed and validated an integrated model combining the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Newman and Sheth’s Model of Primary Voter Behaviour. A quantitative cross-sectional survey was conducted among 411 young voters aged 18 to 40 in Selangor. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results showed that social influence, hedonic motivation, and performance expectancy significantly influenced behavioural intention, while facilitating conditions, habit, and behavioural intention significantly influenced voting choice. Mediation analysis further indicated that behavioural intention acts as a key mechanism linking social media acceptance factors to voting decision-making. The findings suggest that political participation among young voters is increasingly shaped by socially driven and affective digital environments rather than purely rational considerations. The originality of this study lies in being the integrated empirical model that combines UTAUT2 with Newman and Sheth's Model of Primary Voter Behaviour to explain young voters' electoral choice in a post-Undi18 Malaysian context. This study contributes to political communication and voter behaviour literature by demonstrating how technology acceptance factors interact with multidimensional electoral evaluation and offers practical insights for designing more engaging digital political communication strategies.