Curiosity and Irritation: The positive and negative effects of Clickbait

• Main Authors: Jhang, Hong-Yu, 張紘毓
• Other Authors: Lai, Ming-Cheng
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/a7ajp2

碩士 === 國立臺北商業大學 === 商學研究所 === 104 === Internet convenience makes digital information dissemination easier. In recent years, while browsing the page, we often find that clickbait articles can obtain high click-through rates and reprinted. It makes us wonder that whether clickbait articles are popular with audiences? If the information changes what will impact the reading attitude? This study focuses on those people who have online reading experience. We wonder that whether audiences prefer clickbait articles and have higher comments on it. This study’s questionnaires are divided into paper and network questionnaires. They have different contents. Paper questionnaires are 460 returned and 358 valid. Network questionnaires are 633 returned and 473 valid. We take structural equation modeling to analysis our data and find that (1) Audiences have a higher willingness to read clickbait articles than plain title articles. (2) Exaggeration has a negative effect on Reading intention. (3) Content-rich clickbait wouldn’t make audiences irritated. In practical aspects, we hope internet media can better understand audiences’ demands and create a win-win situation.