| Summary: | 碩士 === 國立虎尾科技大學 === 企業管理系經營管理碩士班 === 107 === Nowadays, as social media becomes a norm of obtaining news online, but due to the va-riety of online news, audiences may not see the specifics intended to attract target subjects. Since the social media market is becoming more increasingly competitive and to get more clicks to increase revenue, media companies adopt clickbait, such as cleverly designed article title with rather bold exaggeration, that the idea of content farm starts to appear online. Click-bait may violate the ethic standard because it is more difficult for the audience to distinguish the authenticity of the content. And, it is well known that news reports can affect subsequent behavior and judgment of individuals. However, we can observe people’s thoughts, emotions, and behavioral intentions through eye tracker and facial recognition. The eye tracker can ac-curately detect the position and the number of stares, including the duration and the path of a gaze. By recording the eye movements of an individual, it is possible to understand the inner thinking of the person. Facial recognition is a tool developed in recent years and it helps to explain facial expressions, human emotions, intentions and behaviors.
This research intended to study the effect of attractive title, by sorting out the develop-ment trend of content farm titles and classifying these clickbaits. This study adopted the Post-Acceptance Model of IS Continuance (Bhattacherjee, 2001) and the factors of autonomous motivation and emotion. 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 intent of following clickbait. This study used iMotions 7.0 software and SPSS statistical analysis software ver. 18 to explore the impact of autonomous motivation and emotion on the continuing browsing intention. The re-sult showed that the autonomous motivation had an effect on the continuing browsing inten-tion, but it was not significant. The emotions, such as joy, surprise and sadness, were signifi-cantly related to the continuing browsing intention.
If mangers of media want to improve user’s browsing intention, they must understand the preference and concern of their target group, including their psychological feeling. It is necessary to provide news, headlines and content information that are satisfactory and specific to the audience. An article must be ethical, and the writer should avoid writing uncoordinated title to merely attract attention. When the media publish news on the social media platform, they can intersperse the images that are consistent with their content to enhance the audience's continuing browsing intention.
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