Abstract

The objective of this research is to (1) evaluate the differences of physical factors and (2) evaluate the level of Building users' perception of the physical factors in the office which convey the meaning of Corporate Identity between the automotive business and the real estate business. The samples chosen for this research include 10 automotive business offices and real estate offices located in Bangkok area with a total number of 324 persons, using questionnaire to collect relevant data; using Likert Scale to evaluate the internal environment in the office; using t-test / ANOVA to analyze perceptual level data and differences in 8 physical factors which reflect the corporate identity under this research, i.e. (1) Colors in decoration; (2) Lighting in decoration; (3) Furniture style; (4) Decorative style; (5) The shape of space; (6) Continuity of space; (7) Wall decoration and graphic works and (8) Material in decoration. Based on the results of the research, it was found that there were physical factors which reflected the corporate identity of the organization and affected the perception level of those who were building users at a high level. The said 4 physical factors consisted of (1) Colors in decoration; (2) Interior decorative style; (3) Lighting in decoration, and lastly (4) Material in decoration. However, the individual characteristics of building users such as gender, age, and duration of work also affected the recognition of corporate identity significantly.

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