本研究旨在探討多元道德觀對於女性廣告效果的預測力，以及父權信念的中介作用。過去有關性別刻板印象廣告的研究已有數十年，近年出現「女性廣告」（femvertising）的新興研究主題。「女性廣告」是指在廣告中傳遞不同於性別刻板印象的正向女性訊息，以增強女性內在力量。「道德觀」是指個體認為行為正當與否的深層價值信念，本研究根據「道德基礎理論」（moral foundations theory）將道德觀分為個人化道德觀（individualizing foundation）與聯結式道德觀（binding foundation）。「個人化道德觀」包含「關懷/傷害」與「公平/欺騙」道德基礎；「聯結式道德觀」包含「忠誠/背叛」、「威權/顛覆」與「聖潔/墮落」道德基礎。「父權信念」（patriarchal beliefs）是指認同男性統治與女性從屬此種階級權力制度的信念，包含三項構念：男性制度權、女性從屬與家庭性別角色。本研究之「女性廣告效果」包含三項構念：廣告態度、品牌態度與品牌購買意圖。本研究以方便與滾雪球取樣法，於網路上招募422位女性參與者，平均年齡為26歲（SD = 6.07）。參與者會先觀看一則影音式女性廣告，接著於網路填答：女性廣告態度與行為量表、道德基礎量表與父權信念量表。結構方程模式分析結果顯示：（1）個人化道德觀負向關聯於父權信念：「男性制度權」（β = -.36, p < .001）、「女性從屬」（β = -.31, p < .001）與「家庭性別角色」（β = -.27, p < .001）；（2）聯結式道德觀正向關聯於父權信念：「男性制度權」（β = .61, p < .001）、「女性從屬」（β = .61, p < .001）與「家庭性別角色」（β = .62, p < .001）；（3）個人化道德觀正向預測女性廣告效果的三項構念：「廣告態度」（β = .21, p < .001）、「品牌購買意圖」（β = .15, p < .05）以及「品牌態度」（β = .20, p < .001）；（4）聯結式道德觀僅正向預測品牌購買意圖（β = .17, p < .05）；（5）女性從屬部分中介個人化道德觀（β = -.31, p < .001）對品牌購買意圖（β = -.13, p < .05）之效果；（6）女性從屬部分中介聯結式道德觀（β = .61, p < .001）對品牌購買意圖（β = -.13, p < .05）之效果。整體而言，本研究能為行銷與廣告從業者帶來新的啟示，透過使用傳遞增強女性內在力量的訊息，能夠提升消費者的品牌購買意圖。

Based on the perspective of moral foundation theory, this study attempts to investigate the predictive effects of morality on femvertising effectiveness with patriarchal beliefs as mediators. The issue of gender stereotypes advertising has been researched for several decades. In recent years, there has been emerging research on “femvertising”, which is to convey pro-female messages to empower females. However, there is few research focusing on the effect of morality on femvertising. According to moral foundations theory, people endorse the individualizing foundation (care/harm, fairness/cheating) and the binding foundation (loyalty/betrayal, authority/subversion, sanctity/degradation) to varying degrees. In this study, the femvertising effectiveness consists of three constructs: Attitude toward femvertising, brand attitudes, and purchase intentions. Patriarchal beliefs are the beliefs in hierarchical social systems of male dominance and female subordination, including three factors: Institutional power of men, inherent inferiority of women, and gendered domestic roles. The convenience and snowball sampling methods were adopted for recruiting participates through online social media platforms. Participants were composed of 422 females (age mean = 26, SD = 6.07). Participants were asked to watch a femvertising film, and then fill out the questionnaires with regard to the variables. The results of structural equation modeling showed that: (1) Individualizing foundation is negatively correlated with patriarchal beliefs; (2) binding foundation is positively correlated with patriarchal beliefs; (3) individualizing foundation is positively correlated with femvertising effectiveness; (4) binding foundation is positively correlated with purchase intention; (5) inferiority of women partially mediates the relationship between individualizing foundation and purchase intention; (6) inferiority of women partially mediates the relationship between binding foundation and purchase intention. The theoretical and practical implications were discussed.

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