发乎奇,止乎忧:“标题党”对社会化媒体用户点击和分享的双刃剑效应研究  

It Starts with Curiosity and Ends with Worry:The Double-edged Effects of“Clickbait”on Social Media Users’Clicks and Shares

作　　者：张星 唐宇钥 王圆圆 肖泉 Zhang Xing;Tang Yuyao;Wang Yuanyuan;Xiao Quan(School of Management,Wuhan Textile University;School of Information Management and Mathematics,Jiangxi University of Finance and Economics)

机构地区：[1]武汉纺织大学管理学院 [2]江西财经大学信息管理与数学学院

出　　处：《南开管理评论》2025年第2期197-208,共12页Nankai Business Review

基　　金：国家自然科学基金项目(71974152、71861014);湖北省教育厅哲学社会科学重点研究项目(24D046)资助。

摘　　要：社会化媒体内容生产者经常使用“标题党”方式来吸引用户。本文通过二手数据与实验相结合的方法,探讨了“标题党”对用户信息互动行为的影响,研究发现:“标题党”能够带来更多的点击,但是会减少用户分享。好奇心在“标题党”刺激点击的正向作用中起到了中介作用,受评忧虑在“标题党”对分享的负向作用中起到了中介作用,而感知操纵意图与感知可信度在“标题党”对点击与分享的影响关系中起到了连续中介作用。此外,本文探索了这些中介效应的边界条件,发现网络信息素养在其中发挥了调节作用。研究结论有助于加深对“标题党”双刃剑效应的理解,也为社会化媒体平台、内容生产者和用户提供了实践启示。The rapid growth of mobile internet and social media has transformed how information is created and shared,leading to a surge in content production.Headlines,as the first point of contact,play a crucial role in capturing user attention.To stand out,content creators often use clickbait—sensational or misleading headlines designed to drive clicks.While clickbait may boost traffic temporarily,it often wastes users`time,spreads misinformation,and damages the credibility of social media platforms.Despite the widespread use of clickbait on social media,academic research on its effects remains limited.Existing studies have mainly focused on the relationship between clickbait and click-through behavior,paying far less attention to its impact on sharing behavior.Additionally,the empirical findings on clickbait's effects are inconsistent.More importantly,most research has concentrated on the direct effects of clickbait on user behavior,with limited exploration of the psychological mechanisms that drive these behaviors.The role of boundary conditions—such as Internet information literacy—has also been largely overlooked.Therefore,deeper investigation into the dual-edged effects of clickbait,as well as the mechanisms and conditions under which these effects occur,is crucial for advancing both theoretical understanding and practical applications.To address these research gaps,this study aims to systematically examine the impact of clickbait on user engagement behaviors,with a particular focus on clicks and shares.It also seeks to explore the psychological pathways through which clickbait influences these behaviors,as well as the boundary conditions that shape its effects.The research is divided into two parts.First,using a dataset collected from WeChat public accounts,machine learning techniques and Tobit regression models are employed to quantitatively analyze the effects of clickbait on users`clicking and sharing behaviors.Second,two controlled experiments are conducted to further investigate the cognitive and psychol

关 键 词：标题党 好奇心 受评忧虑 感知操纵意图 感知可信度 

分 类 号：G63[文化科学—教育学]