開運消費長期在全球盛行，其中包含泰國，此趨勢流行的興起，讓泰國數位原生代開始關注，這些數位原生代投入在開運消費中為達到心靈安適和克服人生障礙的一種手段，因此，本研究旨在為數位開運消費品牌提供情感品牌策略指南，與目標客戶建立情感連結。
此研究採用混合研究方法及個案研究，由四個階段構成，首先，以文獻探討發現推動數位開運消費潮流的要素，針對如今泰國數位原生代的潛在影響。第二階段執行線上問卷調查，探索泰國數位原生代的數位消費行和開運消費的動機，此階段定義出三種型態的人物誌，接著從情感層次理論的客戶旅程地圖進行半結構訪談來研究情感需求。第三階段，針對個案研究和半結構訪談中，探討當前數位開運消費的品牌策略，最後，透過研究情感需求、開運消費動機、泰國數位原生代的數位消費行為、數位開運消費品牌的當前品牌策略來發展情感品牌策略指南。
此研究調查結果發現，首先泰國數位原生代對宗教信仰觀念的影響，追求開運消費相關內容的盛行，以及在新冠肺炎疫期間開運消費行業的數位轉型，皆是推動數位開運消費潮流的關鍵因素。第二，泰國數位原生代對數位開運消費的動機可分為:出心理動機、情感需求、數位消費行為的異同，此外，信念水平分為三組 : 信徒、不明確信徒、非信徒，第三，Mootae World 目前尚未完全採用情感品牌策略。第四，本研究提供情感品牌策略指南，該指南符合泰國數位原生代在客戶旅程的各個 階段，從考慮階段到忠誠階段、情感需求和數位消費行為。

Auspicious consumption has long been prevalent globally, including in Thailand. However, the rise of digital auspicious consumption and its popularity among Thai digital natives have drawn attention. Digital natives engage in auspicious consumption as a means of achieving spiritual well-being and overcoming life's obstacles. Therefore, this research aims to provide an emotional branding strategy guideline for digital auspicious consumption brands to establish an emotional connection with their target customers.

Using a mixed methods and case study approach, this research consists of four steps. Firstly, a literature review is conducted to identify the factors driving the trend of digital auspicious consumption and the potential impact of it on the Thai digital natives in Thailand nowadays. Secondly, online questionnaires are administered to explore the motivations for auspicious consumption and the digital consumption behavior of Thai digital natives, which were defined into three personas, and subsequent semi-structured interviews are conducted using the customer journey map, which incorporates an emotion hierarchy to examine the emotional needs. Thirdly, the current branding strategies of digital auspicious consumption brand are examined through a case study and semi- structured interviews. Finally, an emotional branding strategy guideline is developed based on the emotional needs, auspicious consumption motivations, digital consumption behavior of Thai digital natives, and current branding strategies of digital auspicious consumption brands.

The findings of this study indicate that 1.) the influence of religious beliefs on the mindsets of Thai digital natives, the popularity of consuming auspicious consumption- related content, and the digital transformation of the auspicious consumption business during the COVID-19 pandemic are key factors driving the trend of digital auspicious consumption. Thai digital natives turn to auspicious consumption to nurture their hopes and achieve spiritual well-being in the face of the pandemic. 2.) The motivations of Thai digital natives for digital auspicious consumption highlighting both similarities and differences in psychological motivations, emotional needs, and digital consumption behavior.

Additionally, The level of belief can be observed and categorized into three groups : The believers, The ambiguous believers and The non-believers. 3.) Mootae World has yet to fully adopt an emotional branding strategy in their current approach. 4.) This research offers an emotional branding strategy guideline that aligns with the emotional needs and digital consumption behavior of Thai digital natives at each stage of the customer journey, from the consideration stage to the loyalty stage.

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