Abstract
This article analyzes voting behavior in Britain's Alternative Vote (AV) referendum on 5 May 2011 with using survey data British Election Study 2011. Multivariate analyses show that social status, PID, party leader likeness, campaign mobilization and evaluation for the fairness of AV system affect British people's choosing ‘YES vote’, ‘NO vote’ or ‘not vote’. Focusingon change of voting intention after 5 April which made the defeat of ‘YES’ campaign, the article also proves that this change is clearly affected by decreasing favor for the fairness of AV system in comparison with FTPT. The conclusion discusses the implications of these findings, both for the study of electoral reform, as well as for British electoral system and democracy.
