Research On The Influence Of Celebrity Moral Transgression On Endorsement Effect

With the rapid development of the mobile Internet,moral transgressions of celebrities in the private domain,such as extramarital affair,drunk driving,and domestic violence have become hot topics in cyberspace.The first focus of the discussion is the relationship between morality and competence,that is,Whether the moral transgression in the celebrity private life should influence the judgment of competence;The other focus of the discussion is the relationship between the celebrity moral transgression and endorsement brand,that is,whether the negative evaluation of celebrity moral transgression should transfer endorsement brand.Based on the background of celebrity moral transgressions,adopting the experimental method,and taking the moral transgression of celebrity spokespersons as the research object,Exploring the influence of celebrity moral transgression on the endorsement effects,such as celebrity competence,spokesperson credibility,brand attitude and purchase intention.At the same time,it discusses the role of moral decoupling strategy in the influence of celebrity moral transgressions on the endorsement effect.The research collected sample data through online research platform Qualtrics,used SPSS21.0 software for statistical analysis on valid data,and adopted the Bootstrap mediation effect test method to test the research hypothesis.The research conducted two experiments.On the one hand,explored the impact and mechanism of celebrity moral transgression on competence and performance.The results show that under both moderate and excellent conditions of celebrity performance,celebrity moral transgression will reduce the evaluation of celebrities' social intelligence,and then reduce their competence and performance evaluation.In addition,the moral decoupling strategy can achieve the separation of morality and performance evaluation,that is,the moral transgression do not affect the performance evaluation,but the moral transgression will still reduce the evaluation of the celebrity's social intelligence,and then reduce the evaluation of competence.On the other hand,explored the impact of moral transgression on the endorsement effect.The results of the study show that the celebrity moral transgression reduce the evaluation of the celebrity's morality,which in turn affects the evaluation of spokesperson's trustworthiness and expertise.Based on the influence of moral transgression on the celebrities' competence and spokesperson credibility,examined the influence of celebrity moral transgression on the effect of endorsements,and then tested the effect mechanism.The results show that moral transgression reduce the morality evaluation of the spokesperson,and thus reduce thecredibility evaluation of the spokesperson,then reduce brand attitude and purchase intention.At the same time,the moral transgression will also reduce spokesperson likability,which will reduce brand attitude and purchase intention.In addition,the moral transgression reduce the evaluation of celebrity social intelligence and performance,which reduce endorsement effect.under the condition of moral decoupling strategy,the negative influence mechanism of moral transgression on the effect of endorsement is still established.In general,the moral transgression of celebrity spokespersons can influence the public's evaluation of their competence and performance,and the moral decoupling strategy is also difficult to achieve the separation of morality and competence evaluation.At the same time,the moral transgression of celebrity spokespersons will reduce the public's evaluation of spokespersons` ability,credibility,admiration,especially the evaluation of the spokesperson trustworthiness,and thus negatively affect the consumer's brand attitude and purchase intention,which reduce the endorsement effect.