消費者價值觀和本國中心主義對泰國Z世代和千禧世代購買本地皮革手提包意願的影響

Abstract

本研究探討了消費者價值觀與消費者民族中心主義對泰國 Z 世代與千禧世代消費者購買本地製皮革手提包意圖的影響。研究旨在識別驅動泰國消費者選擇國產皮革手提包的關鍵因素。為達成此目的，本研究聚焦於消費者價值的三個維度（功能價值、社會價值與情感價值），同時檢視消費者民族中心主義的調節作用。研究對象為年齡介於 13 至 44 歲、曾購買或計畫購買泰國皮革手提包的泰國國民，採用定量問卷調查方式進行。問卷透過家庭、朋友、同事等個人網絡以及專業機構在曼谷各區發放，共收集到 266 份有效問卷。

研究結果顯示，功能價值對購買意圖的影響不顯著，而社會價值與情感價值則具有正向影響。在將消費者民族中心主義納入調節因素後，其增強了功能價值與情感價值對購買意圖的影響，但對社會價值並未產生顯著調節效果。此外，Z 世代與千禧世代之間未發現顯著差異，表明兩代消費者均更重視泰國品牌手提包所帶來的社會與情感效益。消費者關注手提包如何提升自我形象、在他人心中留下良好印象，以及提升社會地位。

基於此結果，建議泰國皮革手提包品牌應著重傳達獨特品牌故事、突顯高品質材料、稀有性與創新性，並提供個性化訂製選項以滿足消費者表達自我的需求。相比之下，強調「泰國製造」對這些消費族群的購買意圖影響相對較小。

This research explores how consumer values and consumer ethnocentrism influence the purchase intentions of Thai Gen Z and Millennial consumers toward locally produced leather handbags. The research aims to identify the primary factors influencing Thai consumers’ preferences for domestic leather handbag brands within the local market. To address this objective, the study investigates three dimensions of consumer value (functional, social, and emotional) while evaluating the moderating effect of consumer ethnocentrism. A survey was conducted with Thai nationals aged 13–44 who had purchased or intended to purchase Thai leather handbags. The online survey was distributed through personal networks, as well as via a professional agency targeting participants across Bangkok, Thailand. A total of 266 valid responses were collected and analyzed. The results indicate that functional value does not significantly affect purchase intention, whereas social and emotional values exert a positive influence. When consumer ethnocentrism is included as a moderating variable, it strengthens the impact of functional and emotional values on purchase intention but does not significantly moderate social value. No significant differences were observed between Gen Z and Millennial consumers, suggesting that both cohorts prioritize the social and emotional benefits of Thai brand handbags which perceived as to enhance self-image, create positive impressions, and elevate social status. Based on these findings, brands are encouraged to emphasize unique brand narratives, premium materials, exclusivity, originality, and customization options that enable consumers to express individuality. In contrast, highlighting the “Made in Thailand” aspect appears less influential in shaping purchase intentions among these target consumer groups.