以期望失驗與失諧解困觀點探討點擊誘餌的效果

近年來，點擊誘餌已成為一種普遍的網路廣告手法。但是，對點擊誘餌的效果以及觀看者如何看待它的研究很少。我們提出了一個基於期望失驗和失諧解困理論的模型，以說明點擊誘餌如何影響觀看者對廣告的滿意度。我們檢驗由點擊誘餌引起的失諧如何影響觀看者的滿意度，以及失諧解困如何緩解這種影響。實驗結果顯示，廣告標題和內容之間的失諧會降低廣告價值，但是如果能夠讓觀看者解決失諧問題，也會產生愉悅感，從而提高廣告效果。研究結果可以幫助廣告商和內容提供商設計更有效的點擊誘餌廣告。

Clickbait has become ubiquitous as an online advertising tactic in recent years. However, little research attention has been paid to the effect of clickbait and how it is perceived by viewers. To explain how clickbait affects viewers’satisfaction with the ad, we propose a model based on the expectation disconfirmation theory and the incongruityresolution model of humor. We investigate how the incongruity caused by clickbait influences viewer satisfaction, and how incongruity resolution moderates that influence. The results of the experiment show that incongruity between the ad headline and the content can reduce ad value, but if the incongruity can be resolved, it can also generate delight (i.e., happiness), which enhances ad effectiveness. The research findings can help advertisers and content providers to design more effective clickbait advertisements.