探討性別逆向代言在美妝產品之影響力：以泰國Z世代女性之購買意願為例

The power of reverse-gender endorsement in beauty product advertisement: A study of Gen Z consumer purchase intention in Thailand

性別平等的興起和社會大眾對LGBTQ（非異性戀的社群統稱）之接受度與包容性趨於開放，因此性別逆向代言正在成為一種日益流行的策略。隨著Boys’Love（BL）電視劇和電影在東南亞越來越受歡迎，相關品牌業者也看中這些男性演員作為品牌代言人的潛力，並利用性別逆向代言的影響力來吸引女性消費者。本研究目的在通過研究男性名人代言對泰國Z世代女性消費者購買意願的影響，並共收集455份有效在線問卷，利用SPSS 29進行回歸分析來檢驗所提出的假設，並且探討「代言人吸引力」、「代言人可信度」、「代言人與產品匹配度」和「知覺品質」對於購買意願之影響。研究結果發現，性別逆向代言可以成為針對泰國Z世代女性消費者在美妝產品的購買意願上有正向影響。同時，該研究強調了廣告中使用Boys’Love男性代言人的效益，並應優先考慮代言人的可信度、產品匹配和感知質量的重要性，而不是僅僅依賴代言人的外在吸引力。

The rise of gender equality and openness to LGBTQ topic has shifted the landscape of topics and trends among mass media and consumer behavior. Reverse gender endorsements are becoming a growing popular strategy, where male celebrities are portrayed in female product advertising. With the growing popularity of“Boys' love”(BL) TV series and movies across South-East Asia, marketers have started recognizing their potential as brand endorsers and use their influence to attract female consumers. This research aims to fill the gap of reverse gender endorsement of BL actors by studying the effects of male celebrity endorsement on purchase intention among Thailand female Gen Z consumers. A total of 455 valid online questionnaires were collected and regression analysis was conducted by using SPSS 29 to test the proposed hypotheses. The study examined the effects of four factors on purchase intention: attractiveness, credibility, product match-up, and perceived quality. The findings suggest that Boy’Love's celebrity endorsement can be an effective marketing strategy for beauty products targeting female Gen Z consumers in Thailand. The study highlights the potential benefits associated with using Boys' Love's celebrity endorsers in beauty product commercials and emphasizes the importance of prioritizing the endorser's credibility, product match-up, and perceived quality rather than solely relying on endorser attractiveness.