報紙是大眾傳播媒體的形式之一，以書寫特質的傳統印刷紙質呈現報導內容。國內蘋果日報讓報導內容可以透過手機等上網工具呈現具有動態影音的動新聞。動新聞與一般新聞影音網站不同點在於，動新聞是以自製動畫來詮釋一篇報導內容，可以使讀者對報導內容更佳的淺顯易懂。 本研究以Davis(1989)科技接受模型為基礎，以國內蘋果日報的消費者為對象，藉由文獻探討及問卷調查法，探討顧客忠誠度是否會受到動新聞影響，並依據回歸分析結果提出相關建議，以提供業者未來制定行銷策略之參考。 Newspaper is a form of mass communication media, writing characteristics of the traditional printed report showing the contents of the paper. Apple Daily apply Animation News to the news that contain online reports and video about the news. Animation News and other news web difference is that it is explain report content with the self-made animation, can make the reader understand reporting a content better plain easily. In this paper, we use the Technology Acceptance Model (TAM) to explore the effect factors of the Apple Daily’s consumer loyalties. The results can provide the entrepreneur future to formulate reference of the marketing strategy.
