探索品牌價值與性別多樣性：泰國年輕一代 （Z 世代和 Y 世代）

Abstract

本研究探討了性別多元化品牌傳播如何影響泰國Y世代和Z世代消費者的反應。研究基於情感理論和計劃行為理論，檢視了情緒反應、消費者知覺、品牌態度以及消費者忠誠度和擁護度等行為之間的關係，並分析了世代差異的調節作用。研究透過向18至44歲的泰國消費者發放泰英雙語線上問卷，收集了109份有效問卷。資料分析採用SmartPLS軟體，運用偏最小平方法結構方程模型（PLS-SEM）。結果表明，情感反應對消費者感知有顯著的正向影響，消費者感知顯著影響品牌態度，而品牌態度又顯著驅動消費者行為。然而，Y世代和Z世代之間的世代差異並未顯著調節這些關係，顯示年輕消費者群體在情緒-認知-行為評估過程中具有一致性。研究結果表明，情感共鳴和感知到的真誠在塑造消費者對倡導性別多元化品牌的積極態度和支持行為方面發揮關鍵作用。本研究將情緒機制整合到一個精簡的行為框架中，並將其應用於泰國性別多元化傳播的背景下，從而豐富了相關文獻。研究結果也為品牌管理者提供了實踐啟示，強調了真實且能引起情感共鳴的多元化傳播對於培養年輕消費者的忠誠度和擁護度的重要性。

This study investigates how gender diversity brand communication influences consumer responses among Generation Y and Z in Thailand. Drawing on Affect Theory and the Theory of Planned Behavior, the study investigates the relationships between affective response, consumer perception, brand attitude, and consumer behavior in terms of loyalty and advocacy, as well as the moderating role of generational differences. Data were collected from 109 valid respondents through an online bilingual (Thai English) questionnaire distributed to Thai consumers aged 18–44 years-old. The study utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS software for data analysis. The results demonstrate that affective response has a significant positive influence on consumer perception, consumer perception significantly influences brand attitude, and brand attitude significantly drives consumer behavior. However, generational differences between Generation Y and Generation Z do not significantly moderate these relationships, indicating a consistent affective–cognitive–behavioral evaluation process across younger consumer cohorts. The findings suggest that emotional resonance and perceived sincerity play a critical role in shaping favorable brand attitudes and supportive behaviors toward brands that promote gender diversity. This study contributes to the literature by integrating affective mechanisms into a streamlined behavioral framework within the context of gender diversity communication in Thailand. The results also provide practical implications for brand managers, emphasizing the importance of authentic and emotionally engaging diversity communication to foster loyalty and advocacy among younger consumers.