The headlines of online news are created carefully to influence audience news selection today. The purpose of this paper is to investigate the relationships between news headline presentation and users’ clicking behavior.,Two types of unobtrusive data were collected and analyzed jointly for this purpose. A two-month server log file containing 39,990,200 clickstream records was obtained from an institutional news site. A clickstream data analysis was conducted at the footprint and movement levels, which extracted 98,016 clicks received by 7,120 headlines ever displayed on the homepage. Meanwhile, the presentation of these headlines was characterized from seven dimensions, i.e. position, format, text length, use of numbers, use of punctuation marks, recency and popularity, based on the layout and content crawled from the homepage.,This study identified a series of presentation characteristics that prompted users to click on the headlines, including placing them in the central T-shaped zones, using images, increasing text length properly for greater clarity, using visually distinctive punctuation marks, and providing recency and popularity indicators.,The findings have valuable implications for news providers in attracting clicks to their headlines. Also, the successful application of nonreactive methods has significant implications for future user studies in both information science and journalism.

中文翻译：

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是什么促使用户点击新闻标题？不干扰数据分析的证据

精心创建在线新闻的标题，以影响当今的受众新闻选择。本文旨在研究新闻标题表达与用户点击行为之间的关系。为此，收集并分析了两种类型的数据。从机构新闻站点获得了一个为期两个月的服务器日志文件，其中包含39,990,200个点击流记录。在足迹和移动级别进行了点击流数据分析，提取了主页上曾经显示的7,120个标题获得的98,016次点击。同时，这些标题的显示根据从首页抓取的布局和内容，从位置，格式，文本长度，数字的使用，标点符号的使用，新近度和受欢迎程度这七个维度进行了表征，这项研究确定了一系列提示特征，促使用户单击标题，包括将标题放置在中心的T形区域，使用图像，适当地增加文本长度以提高清晰度，使用视觉上独特的标点符号以及提供新近度和受欢迎度指标。这些发现对于新闻提供者吸引点击成为标题具有重要的意义。同样，非反应性方法的成功应用对信息科学和新闻业中的未来用户研究也具有重要意义。并提供新近度和受欢迎度指标。这些发现对于新闻提供者吸引头条新闻具有重要的意义。同样，非反应性方法的成功应用对信息科学和新闻业中的未来用户研究也具有重要意义。并提供新近度和受欢迎度指标。这些发现对于新闻提供者吸引头条新闻具有重要的意义。同样，非反应性方法的成功应用对信息科学和新闻业中的未来用户研究也具有重要意义。