Boontore, Amon
Loading...
Preferred name
Boontore, Amon
Main Affiliation
Email
amon.bo@kmitl.ac.th
2 results
Now showing 1 - 2 of 2
- Some of the metrics are blocked by yourconsent settings
Item type:Publication, Sexual Orientation and Gender Identity Influence on Avatar Customization among Thai Video Gamers(2024-01-01); Monthonwit, NatheeThe 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Brand logo and brand personality perceptions: A case of real estate business in Thailand(2022-01-01); 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.