• 作者： 陳正男；譚大純
• 作者服務機構： *Department of Business Administration National Cheng-Kung University Tainan Taiwan R.O.C. **Deaprtment of Business Administration I-Shou University Kaohsiung Taiwan R.O.C.
• 中文摘要： This study attempts to construct a multidimensional taxonomy and a scale to measure female roles in advertisings, from the perspective of marketing fields. Firstly, the authors retested Lunstrom & Sciglimpaglia's (1977) related scale for exploratory study. After exploratory factor analysis, we selected 3 perceptual factors toward female roles in advertisings as our conceptual constructs. After that, 28 related literatures were reviewed to build a taxonomy, and a 3-construct 11- item scale was designed followed the taxonomy. The empirical study toward this taxonomy are consisted of two parts, three steps. In the first part, 329 Taiwanese and 267 Japanese respondents were sampled to test their perceptions toward female role in advertisings, in order to test the reliability and validity of the taxonomy, and to compare the perceptions of these two countries. The second part is a content analysis for the purpose of testing the usability and content reliability of the taxonomy. The results indicates that the taxonomy and new scale are reliable and valid, both in Taiwanese and Japanese cases and the content reliability is also good.
• 英文摘要： 本研究係以行銷研究的角度為出發點，嘗試建構一多構念之模式及量表，來有效分類與 衡量廣告中的女性角色。首先重測Lundstrom & Sciglimpaglia (1977)之「廣告性別角色量表」以進行探索性因素分析，從中抽取關於認知部份之因素三項作為架構之構念。接著對28篇相 關文獻進行文獻回顧。在經過四個層次的彙整後，建構了十一個衡量性構念的分類架構，並將之發展成語義差異型式之量表。接著分二部份、三個步驟進行模式驗證。前兩步驟係分別 以329個與267個臺灣與日本地區成人樣本進行「驗證性因素分析」（運用LISREL Ⅶ軟體）及跨文化比較研究，第三步驟則是由專家進行內容分析。驗證結果確認本分類架構及量表在 臺日兩地均有具不錯之內部一致性及收斂和鑑別效度，且兩國之因素結構具無異性；在內容分析上也有很高的信度。另外本文對於廣告女性角色訊息在行銷實務工作的意義、實證發現 的解釋和後續研究方向上均有說明。
• 中文關鍵字： Female Roles in Advertisings; Taxonomy; LISREL; Taiwan-Japan Comparative Study
• 英文關鍵字： 廣告女性角色、分類、LISREL、臺日比較研究