研究發現，正面訊息對消費者之購買意願的影響會優於反面訊息，顯示正面資訊的確可以造成正面態度的提升。然而，當企業因為負面資訊而造成名譽受損後，正面資訊是否能夠挽救其商譽，提升民眾的正向態度則是值得討論的。尤其近年來台灣食品安全問題層出不窮，對於企業形象可說是重傷害。因此，本研究以中華職棒為例探討下列議題：
在民眾得知職棒負面資訊(職棒簽賭案報導)後，當接受到正面資訊時，其正向態度(職棒信任感、進場意圖、職棒未來展望信心)是否會有所提升。
民眾個體差異(是否為球迷、個人消費倫理觀)在正面資訊與正向態度提升間，是否具有調節作用。
研究結果顯示，正面資訊會顯著提升民眾對職棒的正向態度。在調節效果方面，個人倫理觀並沒有產生調節作用；然而球迷與否則在信任度提升以及進場意圖提升上具有調節效果，但職棒未來展望信心上則不具調節效果。

The objective of this study is to investigate whether positive reports can increase consumers’ positive attitude toward CPBL. SPSS 20 was used to perform factor analysis, paired-t test, student-t test, and regression analysis in order to analyze the collected data. The results show that positive information significantly strengthened consumers' attitude toward CPBL. Consumer ethics was found to have no moderating effect. In addition, whether or not a respondent was a fan had some moderating effect on trust and patronage intentions but not on future prospect. According to the results, there are some principal conclusions and implications to consider:

1. Positive information significantly increases consumers' attitude toward CPBL, especially non-fans. This conclusion directly leads to two implications. First, positive reports can restore the image of enterprises if they respond with a sincere attitude and offer specific solutions. Second, enterprises should target consumers who are not familiar with their companies or products, and then spread their positive image through those consumers.
2. Non-fans/fans has partial moderating effect which means CPBL should adopt different strategies to handle with these two different groups.

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