Research On The Influence Of Online Health Information Headline Evidence Type On User Choice

With the popularity of the Internet,the amount of health information on the Internet has grown exponentially.The Internet has become the preferred source for people seeking health information.In this context,this study focused on online health information.Previous studies have mainly explored the impact of the type of evidence in the content of health information on users' behavior,and mainly based on the information of specific diseases,and less on daily health information.However,these studies found that people often got daily health information from the Internet.Less research focused on the impact of health information headlines on users' behavior.However,the headline is an important object that draws the user's attention.Because users first see the headline when viewing the information.In addition,the impact of the headline on people may have a lasting impact.It will influence their judgment of the information details.Based on this,this study explored the impact of online health information headlines on the user's internal state(emotion and cognition)and external behavior(fixation duration,fixation count and click behavior)based on the S-O-R model.In order to accomplish the purpose of this research,this study raises the following research question: Does the headline type(anecdotal headline vs numerical headline)affect the user's internal state and external behavioral response? Does the user's internal state affect the user's external behavioral response? Related research on online health information uses self-reporting methods to collect data.This study used a combination of experiments and questionnaires to collect data.During the process of the experiment,participants were asked to browse a health information website for three minutes,and the data was collected by the Tobii X3-120 eye tracker.The researchers then tagged the headline.Participants scored emotional and cognitive on the headline of the tag.The study found that numerical headlines have higher levels of pleasure and arousal than anecdotal headlines,and there is no difference in the perceived quality of information;participants are more likely to click on numerical headlines than anecdotal headlines.The lower the information quality perception,the more fixation count generated by the participants in the headlines.The perception of information quality has no significant effect on the fixation duration,and the arousal and pleasure has no significant effect on the fixation duration and fixation count;The higher the participant's arousal,the more likely the participant click the headline,the pleasure and the perception of information quality have no significant effect on the click behavior.The arousal has a mediating effect between the headline type and the click behavior,and the pleasure and information quality perception have no mediating effect.Rational participants(high rational/low intuitive)produced more fixation duration and fixation count on the numerical headline than in the anecdotal headline.Intuitive participants(high intuitive/low rational)generated longer fixation duration and more fixation counts on the anecdotal title than on the numerical headline.High rational/high intuitive(labelled complementary)participants produced longer fixation duration and more fixation counts on the numerical headline than on the anecdotal headline,and the low rational/low intuitive(labelled ‘poor thinking')participants have no difference in fixation duration and fixation count on the numerical headline and the anecdotal headline.Thinking style has no moderation effect between the headline type and clicking behavior.