证据类型对在线健康信息标题选择的影响:眼动实验与启示

Evidence Type Influence on the Selection of Online Health Information Titles:Eye-Tracking Experiment and Implications

[目的/意义]海量的互联网健康信息正在争夺用户的注意力,为其创建具有吸引力的标题变得尤为重要,越来越多的健康信息标题开始采用故事型或数据型的证据以达到这一目的。为此,需要探究不同的标题证据类型对用户选择在线健康信息具有怎样的影响。[方法/过程]采取实验法探索在线健康信息标题的证据类型(故事型/数据型)、用户的内在状态、用户对标题的选择三者之间的关系,并考虑用户思维方式的调节作用。实验要求每位参与者在规定时限内完成对40条在线健康信息(包括标题和文章内容)的浏览任务,利用相关量表采集他们的内在情绪和认知状态,通过Tobbi眼动仪及其配套软件的录屏功能分别捕捉其眼动情况和点击行为。[结果/结论]与故事型标题相比,参与者对数据型标题产生了更高的愉悦度和唤醒度,并且也更有可能激发点击行为;唤醒度在标题证据类型和点击行为之间存在中介作用;思维方式在标题证据类型和注视时长、注视次数之间都存在调节作用。本研究成果有助于信息行为领域对于信息内在特征如何影响信息选择的理解,为创建有效的在线健康信息标题提供有益的启示。

[Purpose/significance]A huge amount of health information are competing for users'attention on the Internet,thus in urgent need of attractive headlines.More and more online health information titles are adopting anecdotal or numerical evidence to increase their attractiveness.[Method/process]This paper explored the relationship among the type of evidence in online health information titles,users'emotional and cognitive responses,and their attention to and selection of health titles,based on an experiment.Each participant was asked to complete a task of browsing 40 health information items(including both titles and articles)within a time limit.Users'emotional and cognitive responses to the titles were collected with related scales,and their attention and selection were captured with a Tobbi eye-tracker and its built-in screen recorder.[Result/conclusion]Numerical titles would arouse higher levels of pleasure and arousal as well as more likely to inspire clicking behavior.The level of arousal had mediating effects on the relationship between title evidence type and clicking behavior.Thinking style had moderating effects on the relationship between title evidence type and fixation duration and that between title evidence type and fixation count.The findings help our understanding of how the internal characteristics of information affects its selection,and provide useful implications for creating effective online headlines in the health domain.