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บทคัดย่อ

  The research studies Factors affect decision making on the Lord Mayor of Chiang Mai Municipality Election of Voters. Researcher uses quatitative methodology and questionnaire which was used in a survey research of 440 respondents were selected by multi-stage random sampling from voters. The finding reveals that three factors affect to decision making on the Lord Mayor of Chiang Mai Municipality Election of Voters : 1) policy of the lord mayor of Chiang Mai municipality candidates (Beta =.326) 2) opinion leadership of voters (Beta =.267) 3) experience of the lord mayor of Chiang Mai municipality candidates(Beta =.154). The Multiple Regression Coefficients predicts 40.20 percent (R Square = .402) for affect decision making on the Lord Mayor of Chiang Mai Municipality Election of Voters. The suggestions that three factors should attended for campaign communication : 1) policy of lord mayor of Chiang Mai municipality candidates 2) experience of lord mayor of Chiang Mai municipality candidates and 3) campaign communication in mass media for late decided voters.