Studying healthcare personnel's intention to click clickbaits

Neoh Sun Yi Vincent, Anjan Pal, Alton Y.K. Chua

Research output: Chapter in Book/Report/Conference proceedingConference contribution


The focus of this paper is on clickbaiting, the practice of using clickbaits to lure users into clicking. Drawing from the literature on information processing, this paper argues that individuals' intention to click clickbaits can be predicted as a function of users' considerations, which can be conceptualized as cognitive, affective and pragmatic. Hence, the objective of this paper is to investigate how the three considerations for clicking are associated with intention to click clickbaits. This paper specifically studied the behavior of healthcare personnel while considering health and non-health clickbaits. Data came from 96 healthcare personnel including doctors, nurses, allied healthcare professionals, and medical students in clinical posting from a public hospital in Singapore. Data analysis was done using a hierarchical moderated multiple regression. The topic of clickbaits was the moderator. The results indicated that all the three considerations were significantly related to intention to click. Interestingly, cognitive consideration showed a weaker correlation with intention to click health clickbaits vis-à-vis non-health clickbaits.

Original languageEnglish
Title of host publicationProceedings of the International MultiConference of Engineers and Computer Scientists 2018, IMECS 2018
EditorsCraig Douglas, S. I. Ao, David Dagan Feng, Oscar Castillo, Korsunsky Korsunsky
PublisherNewswood Limited
Number of pages5
ISBN (Electronic)9789881404787
Publication statusPublished - Mar 2018
Event2018 International MultiConference of Engineers and Computer Scientists, IMECS 2018 - Hong Kong, Hong Kong
Duration: 14 Mar 201816 Mar 2018

Publication series

NameLecture Notes in Engineering and Computer Science
ISSN (Print)2078-0958


Conference2018 International MultiConference of Engineers and Computer Scientists, IMECS 2018
Country/TerritoryHong Kong
CityHong Kong

Bibliographical note

Funding Information:
Manuscript received October 16, 2017; revised November 16, 2017. This work was supported by the Ministry of Education Research Grant AcRF Tier 2 (MOE2014-T2-2-020).

Publisher Copyright:
© 2018 Newswood Limited. All rights reserved.


  • Clickbaits
  • Fake news
  • Health
  • Intention to click

Cite this