結合資訊系統接受後採用模式、自主動機與情緒種類探討誘餌式標題之瀏覽意願

本研究參考國內外過去對於吸引標題方式的相關研究，整理內容農場標題發展趨勢，整合先前的研究，將誘餌式標題進行分類並結合眼球的軌跡，探討影響閱聽眾觀看點擊誘餌式標題之持續瀏覽意願，並透過實驗觀察閱聽眾情緒種類反應。本研究使用與統計分析驗證自主動機與情緒種類是否對持續瀏覽意圖產生影響，其研究結果顯示自主動機與非自主動機皆對持續瀏覽意圖有影響但不顯著，部分情緒種類（Joy快樂、Surprise驚訝以及Sadness悲傷）對持續瀏覽意圖具有顯著相關聯性。

關鍵字

誘餌式標題；眼動追蹤；自主動機；情緒種類；持續瀏覽意圖

並列摘要

This research intended to study the effect of attractive title, by sorting out the development trend of content farm titles and classifying these click-baits. The main objective of using eye tracking technique was to explore various autonomous motivation factors and the use of facial recognition allowed detection of emotion affecting user's continual browsing behavior and intention of following clickbait. This study used statistical analysis to explore the impact of autonomous motivation and emotion on the continuing browsing intention. Analytical result showed that the autonomous motivation influenced the continuing browsing intention, but it was not significant. The emotions, such as joy, surprise and sadness, were significantly related to the continuing browsing intention.

並列關鍵字

Clickbait headline ； Eye tracking ； Autonomous motivation ； Emotion ； Continuing browsing intention

主題瀏覽