藝人從事不道德行為：大眾對藝人的態度

Entertainer Engaging in Negative Moral Behaviors: Public Attitudes Towards Entertainer

莊子渝(Tzu-Yu Chuang)

指導教授 ： 許秋萍

國立暨南國際大學/管理學院/國際企業學系/碩士(2021年)

https://doi.org/10.6837/ncnu202100269

摘要

近年來藝人負面事件頻傳，再加上現今網路和社群媒體平台的蓬勃發展，使得藝人的形象在短時間內毀於一旦。藝人自身的形象代表著經紀公司的品牌形象，站在公司的角度，藝人如果發生負面事件，會影響公司獲利和形象。因此，經紀公司必須立即進行危機處理，了解道德推理過程（道德合理化和道德脫鉤）是否能讓大眾對該藝人降低負面的態度，又有哪些因素會讓大眾產生道德合理化和道德脫鉤，對經紀公司來說就變得格外重要。
本研究共回收623份有效問卷，主要抽樣研究之對象為曾經聽聞名人從事負面道德行為的大眾。透過SPSS進行敘述性統計分析，以及PLS驗證研究假說，研究結果顯示，除了認同對道德脫鉤不具有顯著影響外，其餘的研究假說皆獲得支持。內部責任歸屬對道德合理化和道德脫鉤具有負向顯著之影響；外部責任歸屬對道德合理化具有正向顯著之影響；懺悔性社會解釋的說服力、認同與基於能力的信任對道德合理化皆有正向顯著之影響；懺悔性社會解釋的說服力與基於能力的信任對道德脫鉤皆有正向顯著之影響；道德合理化與道德脫鉤對消費者道德感知有正向顯著之影響；消費者道德感知對藝人的態度有正向顯著之影響。最後，本研究提供理論貢獻、管理意涵和研究限制與建議，作為未來與藝人負面道德行為相關研究的參考依據，以及希望能幫助經紀公司建立更良好的危機處理方式。

關鍵字

藝人從事不道德行為 ； 道德推理過程 ； 大眾對藝人的態度

並列摘要

In recent years, the frequent negative incidents of entertainer, coupled with the rapid development of the Internet and social media, have destroyed the image of entertainer in a short period of time. The image of the entertainer himself/herself represents the brand image of the entertainment company. From the perspective of the company, if a negative incident occurs to the entertainer, it will damage the company's profit and image. Therefore, the entertainment company must deal with the crisis properly by understanding whether the moral reasoning process (moral rationalization and moral decoupling) can make the public have a positive attitude towards the entertainer, and what factors will cause the public to have moral rationalization and moral decoupling.
A total of 623 valid samples for the questionnaires were collected, and the subjects are people who have heard of entertainers engaging in negative behaviors. SPSS was used to analyze the descriptive statistical and PLS was employed to estimate our research hypothesis. The research results show that except for the relationship between identification and moral decoupling, most of the hypotheses are supported. Internal locus of attribution has a negative and significant effect on moral rationalization and moral decoupling. External locus of attribution has a positive and significant impact on moral rationalization. Persuasiveness of penitential social account, Identification, and competence based trust have a positive and significant impact on moral rationalization. Persuasiveness of penitential social account and competence based trust have a positive and significant impact on moral decoupling. Moral rationalization and moral decoupling have a positive and significant impact on consumer perceived ethicality, which in turn positively impact the public attitude toward entertainer.
Finally, this study provides theoretical implications, managerial implications, limitations and suggestions, as a reference for future research related to negative moral behaviors of entertainer, and hopes to help the entertainment company to establish better crisis management methods.

並列關鍵字

Entertainer engaging in negative moral behaviors ； Moral reasoning process ； Public attitudes towards entertainer

參考文獻

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