泰國 Z 世代的職涯選擇研究：新創企業與大型企業之間的偏好分析

Abstract

本研究探討泰國 Z 世代的工作價值與工作態度，及其與職涯偏好之間的關係。隨著泰國邁入高齡化社會，理解新興勞動力的職涯期望，對於企業的人才招募與留任策略愈發重要。本研究旨在分析七個工作價值構面如何影響工作態度，並進一步形塑泰國 Z 世代的職涯偏好。本研究採用量化研究方法，透過結構式問卷進行調查，並經由大學及組織相關社群，主要透過社群媒體平台進行發放。研究使用描述性統計與偏最小平方法結構方程模型（PLS-SEM）分析各變數之間的關係。研究結果顯示，工作價值對工作態度具有顯著影響，而工作態度進一步影響職涯偏好；相較之下，工作價值對職涯偏好的直接影響並未獲得支持。具體而言，泰國 Z 世代高度重視休閒、穩定性與內在動機，同時也看重工作彈性與成長機會。研究結果指出，組織吸引力更取決於是否能營造正向的工作態度與日常工作體驗，而非僅依賴價值契合。本研究之發現可為泰國勞動市場轉型背景下，企業制定吸引與管理年輕人才之策略提供實務啟示。

This study examines the work values and job attitudes of Thai Generation Z in relation to their career preferences. As Thailand enters an aged society, understanding the aspirations of the emerging workforce is important for recruitment and talent retention. This research explores how the seven dimensions of work values influence job attitudes and, through them, affect the career preferences of Thai Generation Z. A quantitative survey was conducted using a structured questionnaire distributed through university and organization-related communities, primarily via social media platforms. Descriptive statistics and the PLS-SEM method were employed to analyze the relationships among these variables. The findings show that work values significantly influence job attitudes, which in turn shape career preferences, while the direct effect of work values on career preferences is not supported. Specifically, Thai Generation Z places greater importance on leisure, stability, and intrinsic motivators, while also valuing flexibility and opportunities for growth. The results suggest that organizational attraction depends more on the ability to foster positive job attitudes and everyday work experiences than on value alignment alone. These insights can inform strategies for managing and attracting young talent in Thailand's changing labor market.