Moorapun, Chumporn

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Preferred name
Moorapun, Chumporn
Alternative Name
Moorapun, Chumpom
Main Affiliation
Email
chumporn.mo@kmitl.ac.th

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Now showing 1 - 5 of 5
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    A cross-cultural study of luxury perfume packaging design
    (2015-12-01)
    Chinda, Khwanrat
    ;
    Moorapun, Chumpom
    Packaging design not only elevates the position of a product, but also increases its sales volume. However, a design may be perceived differently among cultures. This study compares the perceptions of Thai and Malaysian consumers about the packaging design of a luxury perfume. The authors investigated nine pairs of packaging design elements and used a semantic differential questionnaire to determine the differences in the consumers' perceptions about luxury. The authors randomly selected a total of 194 Thai and Malaysian shoppers, asked them to respond to a set of nine questionnaires, and statistically analyzed their responses by using T-tests and multiple regression methods. The results found that Thai and Malaysian consumers perceived luxury differently for the following attributes: preciousness, quality, and uniqueness. From multiple regression analyses, the authors found that the predictors correlated highly with consumers' intentions to purchase the perfume. All attributes about perception had positive significant regression weight, indicating that consumers with a higher level of perception were more likely to make a purchase than ones with a lower level. The results will be used to formulate a preliminary design guideline for luxury products that may help increase the sales volume of Thai perfume in Asian markets.
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    Comparisons of perception of identity for Thai craft souvenirs: A cross-cultural study between Thai and Malaysian customers
    (2015-09-01)
    Simsiri, Sarath
    ;
    Moorapun, Chumporn
    The aim of this study is to examine the perception of Thai craft souvenirs and how that perception affects the buying intention of the Thai and Malaysian consumers. The identity of the souvenirs is defined in terms of 13 design factors. A questionnaire with 7-point semantic differential scale is used together with illustrations of Thai craft souvenirs to elicit responses from 194 Thai and Malaysian subjects. A t-test is applied to compare the perceptions of Thai and Malaysian consumers for the 13 design factors. The research shows that the Malaysian customers are more likely to have a better perception of modern usage products than the Thais. A regression analysis shows that 5 design factors that strongly affect the consumers' purchasing intention are: uniqueness, high-quality craft, functionality, collectible value, and attractiveness.
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    The different effects of lighting: Perception of interior function of personal and public spaces
    (2014-07-01)
    Tamthinthai, Pornchai
    ;
    Sahachaisaeree, Nopadol
    ;
    Hsu, Po Siu
    ;
    Moorapun, Chumporn
    This research focused on interior lighting that influences the perception of interior function. Our objective was to mix 4 lighting qualities reported in the interior lighting literature into 16 lighting conditions and tested their effects on the perception of interior function of personal and public spaces and the feelings associated with them. Eight pairs of 3-D pictures of a room representing each type of space were rendered without any furniture that might identify them as a particular room in a house or a room in a particular public place. The members of each pair differed only in one lighting quality. All of these pictures were put in a questionnaire, and 326 people were asked to look at the pictures and respond to the questionnaire items on their perception of the interior function of the room in the pictures and their feeling associated with the lighting condition of the room. We found that the interior lighting conditions that we tested influenced people to identify a room as a living room, family room, working room, or dining room or identify a room as a room in a hotel, restaurant, theater, office, bank, or shopping mall. We also found the respondents' common feelings associated with the lighting condition of each type of room or place. For example, a living room with a particular lighting condition was associated with the feelings word 'beautiful', 'exciting', and 'comfy'.
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    Design guidelines for center of autistic child medical development to decrease sensory processing disorder (ACMD)
    (2017-01-01)
    Noiprawat, Niphattha
    ;
    Moorapun, Chumporn
    This research aimed to study physical environments which influence the development of autistic children, as very few studies have clarified the characteristics of such physical environments. The research question for the present study is: What conditions of physical environment can help reduce the impairment in processing sensory information from the perception of visual stimuli among autistic children? This research study investigated the internal environments of two special education centers in the Educational Service Area in Bangkok. Participants included forty-six subjects who were diagnosed with autism. The study was based on post-occupancy evaluation, survey, and observation. Independent variables were physical environments which comprised the complexity of decorative pictures; mobile hanging; distances between the seats and the openings and the shelves; sizes of the openings; proportions between the sizes of openings and the room sizes; outside views seen through the openings; and area partition. The dependent variables were the autistic children’s behaviors in the classroom. T-test and One-way ANOVA were employed for data analysis. The findings revealed that physical environments could reduce autistic children’s behaviors of moving away from the activities and looking at other things rather than the activities. This could be done through the following environmental factors: the use of pictures for room decoration, mobile hanging, distances between the seats and the doors, distances between the seats and the windows, the sizes of the openings, the proportions between the sizes of the openings and the room sizes, the outside view seen through the openings, and room’s partition.
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    Window display design of large scale department stores as determinant of corporate image and positioning strategies
    (2015-09-01)
    Kernsom, Thitipann
    ;
    Moorapun, Chumporn
    Window displays play an important role as environmental cues that create competitive advantages and influence customer's perception towards the image of a large scale department store. This research based on the environmental psychology theories aimed to determine the differentiation of window display design settings in large scale department stores in Bangkok in terms of attracting prospective customers and conveying their merchandising messages. This research also explored to what extent the perception of the target customers would be affected by different positioning strategies and various display design settings of the department stores. A set of pictorial stimulus with different design elements and composition settings was used to ascertain the perceptual responses and decision to purchase of a group of 619 subjects. The findings showed that design elements and composition settings used in window display affected customers' perceptions towards merchandising messages considerably.