The short answer is: 'This is the definition, live with it!' While that may sound haughty, it emphasizes the principle that in math we occasionally need to define a precise meaning to a word, and natural languages may fall short in providing a suitable one, so it is up to us the users of math to absorb a possibly new meaning. It is the price we need to pay so that a statement will have a precise meaning. The longer answer is that this meaning is more useful in writing mathematical results. Let me elaborate a bit.
Yet another way of looking at it is the following. It emerges, when we add one (or more) variable(s) $x$ ($y,z,\ldots$) to the language (really moving to predicate logic, but that's the language mathematical truths are written in). So instead of a proposition $p$ with a definite truth value we have a statement $p(x)$ whose truth depends on the value assigned to the variable $x$. We really want the implication
at the level of predicates to mean $\forall a: (p(a)\rightarrow q(a))$, where $a$ ranges over the elements of whatever set is relevant in the context. This is what is needed to express the usual mathematical results. In natural language $p(x)\Rightarrow q(x)$ should have either of the following equivalent meanings: 'if $p(x)$ is true, then so is $q(x)$', or '$q(x)$ is true whenever $p(x)$ is'. Notice that when a mathematician claims '$p(x)\Rightarrow q(x)$' she/he is not claiming anything about the truth of $q(a)$ unless $p(a)$ holds. So for example the statement $x>0\Rightarrow 2x>0$ as well as the statement $x>0\Rightarrow x+1>0$ are both valid implications, when the context tells us that $x$ is a real number, right? In both implications $p(x)$ means $x>0$. In the first case $q(x)$ means $2x>0$ and in the latter example $q(x)$ means $x+1>0$. Therefore the former reads in natural language: $2x$ is positive, whenever $x$ is, and the latter reads: if $x$ is positive, then so is $x+1$.
The first of these implications forces us to define the fourth line of the truth table the way it is done. For otherwise the implication would break down, because $p(-1)\rightarrow q(-1)$ would then be false, as both $p(-1)$ and $q(-1)$ are false. The latter implication (that we also want to be true) forces us to define the third line the way it is done, because $p(-1/2)$ is false but $q(-1/2)$ is true.
My point here is that the need to define it this way is clearer at the level of implications between predicates. At the level of propositions it is mostly a definition, but at the level of predicates, we are really making deductions. My education in formal logic is somewhat lacking, so please comment on my errorneous use of terms, and I will edit. I am approaching this question as a teacher of freshman calculus/algebra :-)