How Opinion Leaders’ Immoral Behaviors Influence Their Fans Of The Microblog

Based on the attachment,the influence mechanism from the attachment to moral judgment and to attitude ambivalence of the immoral behaviors has been studied,and then discussing the impact of the fans’ feedback to the immoral behaviors.Using the model of "Perception-Attitude-Behavior",this paper extends the theoretical boundary of brand attachment.A total of 10 cases and 70 valid questionnaires were collected.By means of hierarchical regression analysis,variance analysis and paired sample T test,the following conclusions have been drawn: The attachment from fans to their microblogging opinion leaders would interfere with their decision process for immoral behaviors,and strong attachment would be more easily considered immortals moral.Because of the differences in friction between moral judgment and self-identity,strong attachment would produce stronger attitude ambivalence.Fans who has strong or weak ambivalence would be different in attitude,so that the former are more likely to lose the attention and love to their opinion leaders.Thus,opinion leaders should strictly constraint their behaviors,and actively deal with crisis.At the same time,for the elimination of the immoral behavior of opinion leaders and to help create a good public opinion fashion,the fans,opinion leaders,government and relevant departments have to work hard and together.