隨著網際網路的快速發展以及各種型行動裝置的普及，媒體傳播產 業及閱聽人正面臨前所未有的衝擊及改變。各類新媒體的崛起，顛覆了資訊傳遞媒介的格局，閱聽人的閱讀習慣和閱讀方式也轉為移動化和碎片化。此時，「標題」的好壞在如此資訊爆炸的年代中，扮演著是否驅 使閱聽人點擊觀看或分享的重要角色，使得一種加入廣告寫作元素，名為「誘餌式標題(clickbait)」的新型態標題正在大量激增。本研究藉由實驗設計、問卷調查並透過 ANOVA 及結構方程模式來檢驗假說，結果顯示，誘餌式標題能如廣告般，有效地影響閱聽人對於標題的態度，且閱聽人態度確實影響了他們對標題的點擊意願及分享意願，而另一方面， 閱聽人對標題主題的涉入程度也是可能影響態度對點擊意願的影響程度。本研究建議找出一個既能符合傳統又能兼顧市場的新型態標題準則。在面對未來標題型態又產生突變的熱潮時，能更具有經驗地去應變。

With the rapid development of the Internet and the popularity of various types of mobile devices, the media communication industry and audiences are facing unprecedented impacts and changes. The rise of various new media has subverted the pattern of information delivery media, and the reading habits and reading styles of readers have also turned into mobile and fragmented. In the era of such information explosion, the role of "headline" plays an important role in driving readers to click to watch or share, making a new type of headline called "Clickbait" It is experiencing a surge. This study examines hypotheses through ANOVA and structural equation models through experimental design and questionnaires. The results show that the clickbait headline can effectively influence the attitude of the readers to the headline, and the attitude of the listeners does affect them. The willingness to share the title and the willingness to share, on the other hand, the degree of involvement of the listener on the subject of the headline may also affect the degree of influence of the attitude on the willingness to click. This study suggests finding a new type of headline criterion that is both traditional and market-oriented. In the face of a sudden change in the future title pattern, it can be more experienced to adapt.

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