Decision-Making in the Election of the President of Phra Phloeng Subdistrict Administrative Organization, Khao Chakan District, Sa Kaeo Province

Abstract

This mixed-methods research investigated the level of decision-making, compared differences among voter groups, and proposed guidelines to enhance decision-making in the election of the president of the Phra Phloeng Subdistrict Administrative Organization, Khao Chakan District, Sa Kaeo Province. The quantitative data collected from 400 eligible voters aged 18 years and above, while the qualitative data collected through in-depth interviews with 10 key informants comprising administrators, community leaders, and local residents. Quantitative data were analyzed using frequency, percentage, mean, standard deviation, and the F-test, whereas qualitative data were interpreted using contextual content analysis. The results indicated that the overall decision-making level of voters was at a high level. The factors influencing voter decisions, ranked from highest to lowest mean scores, were candidate qualifications, candidate policies, perceived benefits or incentives, access to election-related information, and personal relationships with candidates. Statistically significant differences at the 0.05 level were observed among voters of different age groups and income levels, while no significant differences were found for gender, educational level, or occupation. Recommended guidelines for strengthening voters’ decision-making include organizing community forums to expand access to election information; communicating clear, concrete, and feasible policy platforms that emphasize collective benefits for the village and subdistrict; and building voter confidence through candidates’ demonstrated abilities and past performance. The study suggests that relevant agencies utilize these findings to enhance election information dissemination, particularly improving public access to reliable news, which plays a critical role in shaping voter decision-making.