Boontore, Amon

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Sexual Orientation and Gender Identity Influence on Avatar Customization among Thai Video Gamers
(2024-01-01)
Boontore, Amon
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Monthonwit, Nathee
The video game industry has emerged as one of the most profitable and rapidly expanding segments of the entertainment industry. Gamers interact with the virtual game world via an avatar, which offers an exceptional opportunity for players to express themselves in terms of sexual orientation and gender identity (or SOGI) through avatar customization. The main goal of this study was to investigate the relationship between gamers’ SOGI-related motivation and their customization of avatar elements. An online survey was distributed to collect data from Thai social gaming communities, specifically those who play “Grand Theft Auto V,” “Black Desert Online,” and “The SIMS4.” The sample consisted of 420 anonymous volunteer participants. Our chi-square analysis confirmed that gamers had SOGI-related motivations and demonstrated their desires via avatar customization. The findings also revealed that video gamers tend to customize their avatars to express their sexual orientation rather than their gender identity, particularly by reflecting the person for whom they have sexual desire. We specifically recommend that tertiary components of avatar appearance be prioritized in developing the customized options of video games to support the expression of SOGI-related motivation in virtual worlds.
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Brand logo and brand personality perceptions: A case of real estate business in Thailand
(2022-01-01)
Leelayudthyothin, Mittheera
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Boontore, Amon
Brand logo is one of the key elements of corporate identity that most organizations use in differentiating its brand from others. A well-designed logo can be powerful in a competitive market, especially for the business whose identity and personality are highly required such as real estate. The annual revenue of Thai property business was reviewed and two groups of property brands were adopted as our case study including top ten and general selling brands. The objectives of this research were to examine the effects of logo elements including brand name, graphic, and color on brand logo perceptions in terms of uniqueness, recognition, and beauty and to explore brand personality perceptions comprising sophistication/up-to-date, excitement/friendliness, security/trustworthiness, and simplicity/sincerity of the representatives of both groups. A total of 486 participants served as our samples in evaluating brand logo elements and brand personality through questionnaire interviews. T-test and Chi-Square statistics were utilized in data analysis. The findings indicated that the whole logo should be advised in logo design guidelines for property brand rather than adopting individual element of logo separately to obtain positive perceptions in uniqueness, recognition, and beauty. Additionally, the study suggested that the specific brand personality had no connection with its stakeholders.
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Prioritizing Factors for Electrocoagulation in Hospital Wastewater Treatment Using AHP: A Case Study of Regional Hospitals in Thailand
(2026-01-01)
Kaochim, Tanat
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Boontore, Amon
Hospitals are significant contributors to a large amount of complex wastewater, into domestic wastewater and municipal sewer. Hospital wastewater (HWW) can contain both infectious and non-infectious contaminants, such as radioactive materials from cancer treatment, heavy metal contamination from science laboratory work, and pharmaceutical chemicals. Currently, hospitals in developing countries often have a high service density, generating and increasing large amounts of wastewater daily. Electrocoagulation (EC) is an effective electrochemical approach for treating specific types of polluted wastewater, particularly those contaminated by infectious pathogens, which require daily treatment. This study applied the Analytic Hierarchy Process (AHP) to prioritize factors influencing the adoption of the EC method for hospital wastewater treatment (HWWT), using the Central Hospital under the Ministry of Public Health in Thailand as a case study. The findings indicated that area requirement was the most important factor, followed by operational expenditure (OPEX). The factor weightings derived from this study provide evidence-based guidance to support decision-makers in adopting EC systems for hospital wastewater treatment.
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Delphi-Based Identification of Decision Factors for Electrocoagulation Adoption in Regional Hospital Wastewater Treatment
(2026-01-01)
Kaochim, Tanat
;
Boontore, Amon
The hospital conducts a wide range of activities and generates a massive amount of effluent daily, especially in hospitals in developing countries. The higher the service density they provide, the larger the amount of wastewater they generate, which contains both infectious and non-infectious contaminants, such as radioactive materials, heavy metals, and pharmaceutical chemicals. This research aimed to identify the factors that influence the decisions to adopt the electrocoagulation (EC) method for hospital wastewater treatment (HWWT) in the regional hospitals under the Ministry of Public Health in Thailand. The Delphi technique was used to identify expert-consensus factors through four rounds of surveys. The final result of this research revealed four factors achieving unanimous consensus: (1) area requirement, (2) operational flexibility, (3) Operational Expenditure, and (4) environmental friendliness. The findings of this research are expected to support efficient decision-making when considering the use of EC treatment systems for hospital wastewater treatment, particularly tailored to the needs of regional hospitals in Thailand.

Boontore, Amon

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