現今網際網路的發達，帶動閱聽眾閱讀及收看網路新聞文章的習慣。閱聽眾透過社群媒體收看網路新聞，由於網路新聞的多樣性，閱聽眾不見得會看特定的網路新聞，為吸引眼球關注，媒體的競爭越來越激烈。在競爭激烈下為了獲取大量點擊率及曝光率，透過誘餌式標題來引人注目。各家業者透過誘餌式標題來吸引閱聽眾點擊，造成標題誇大不實或內容不符的情況，導致內容農場的出現，由於誘餌式點擊威脅堵塞社交媒體管道，使得社群媒體違反新聞道德準則，讓閱聽眾難以分辨出內容的真實性，新聞報導會影響個人的後續行為和判斷。而眼動儀與臉孔辨識可以用來觀察人們在想什麼、情緒以及行為意圖。眼球的移動軌跡可顯示人們的思考過程，眼動儀能準確偵測眼睛之凝視的位置與次數、停留時間和注視路徑等，紀錄觀察者的眼睛移動可以有一定的程度了解觀察者在想什麼。臉孔辨識是近年興起且可以解釋臉部表情、人類情緒、意圖和行為的工具。
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結合眼球的軌跡，並依據Bhattacherjee(2001)提出的IS接受後持續使用模式(A Post-Acceptance Model of IS Continuance)為理論基礎，並增加自主動機構面以及情緒構面，探討自主動機是否影響閱聽眾觀看點擊誘餌式標題之持續瀏覽意願與使用臉孔辨識實驗，觀察閱聽眾情緒反應是否影響觀看點擊誘餌式標題之持續瀏覽意願。本研究使用iMotions7.0軟體與第18版SPSS統計分析軟體驗證自主動機與情緒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具有影響但不顯著，部分情緒(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。
媒體們要提升閱聽眾之持續瀏覽意圖，應了解目標群族的喜好與關心的議題以及其心理感受，提供讓閱聽眾滿足的新聞標題與內容，並結合閱聽眾之知覺程度，對於新聞標題與內容要相呼應且給予正確資訊，在撰寫文章時須讓閱聽眾掌握該篇新聞或文章內容，同時使用社群媒體發表文章的人應具備有倫理道德，避免吸引目光而撰寫語意不協調的標題。媒體們在社群媒體平台上發布新聞時，可以針對標題的設計與構想上，可以穿插些引發閱聽眾產生快樂、驚訝以及悲傷情緒之敘述或是使用與其內容相符的圖片，以提高閱聽眾之持續瀏覽意圖。

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.

中文摘要………………………………………….…………………………………………..i
英文摘要……………………………………………………………………………...…….. ii
誌謝……………………………………………………….....................................................iv
目錄…………………………………………………………………………………………...v
表目錄……………………………………………………………………………......……..vii
圖目錄………………………………………………………………………………..……...ix
第一章緒論……………………………………………………………………………….......1
1.1研究背景與動機………………………………………………………………….…... 1
1.2研究目的…………………………………………………………………………….…2
第二章文獻探討………………………………………………………………………....…...4
2.1媒體新聞…………………………………………………………..…………………...4
2.1.1報導層面………...………………………………………………….………………..4
2.1.2廣告層面……...………………………………………...............................................5
2.2持續使用…………………………………………………………………….…………5
2.3自我決定理論………………………………………………………………….………9
2.4誘餌式標題……………………………………………………………….……….…...9
2.5臉孔辨識…………………………………………………………………...……........13
2.6眼球追蹤……………………………………………………………...………............16
第三章研究方法………………………………………………………………………..…...20
3.1研究架構………………………………….……………………………………..…....20
3.2實驗設計…………………………………….………………………..………………23
3.2.1實驗對象與人數……………………………….……………………………...…....23
3.2.2實驗流程………………………………………….…………………………….…..24
3.2.3實驗工具…………………………………………….……………………………...24
3.2.4實驗標的之結果……………………………………….…………………………...25
3.3操作型定義與問卷設計…………………………………….………………………..27
3.4研究架構……………………………………………………….……………………..30
第四章研究結果…………………………………………..………………………………...31
4.1敘述統計分析…………………………………………………….…………………..31
4.2信度分析……………………………………………………………...……………....34
4.3驗證性因素分析………………………………………………………….…………..35
4.4相關分析…………………………………………………………………….………..39
4.5因果關係模式………………………………………………………………….……..39
4.6獨立樣本T檢定……………….……………………………………………………..40
4.7SPOTLIGHT分析………………….…………………………………………………41
4.8臉孔辨識分析………………………….……………………………………………..44
4.9圖片分析………………………………….…………………………………………..45
4.10小結………………………………………….………………………………………59
第五章討論與意涵………………………………………………………………..………...61
5.1討論……………………………………………….………………..………………....61
5.2研究意涵…………………………………………….………………………………..62
5.3管理意涵……………………………………………………….……………………..64
第六章結論………………………………………………………………………..………...65
6.1研究結………………………………………….…………………………..………....65
6.2研究限制與未來研究建議………………….………………………………………..65
參考文獻………………………………………………………………………………..…...67
附錄一…………………………………………………………………………..…………...78
附錄二………………………………………………………………………………..……...83
附錄三………………………………………………………………………….……………86
附錄四……………………………………………………………………………………….89
Extended Abstract…………………………………………………………………………...94

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