Gao Yin, Zhao Lin
Department of Marketing, College of Business Administration, Shanxi University of Finance and Economics, Taiyuan, China.
Research Secretary, School of Public Administration, Shanxi University of Finance and Economics, Taiyuan, China.
Front Psychol. 2021 Dec 23;12:781743. doi: 10.3389/fpsyg.2021.781743. eCollection 2021.
It is becoming increasingly important for marketers to use online broadcast media and interactive media simultaneously. In this paper, three studies were conducted to explain the mechanism inherent in a synergistic effect. We ran Study 1 to test the synergistic effect of online broadcast media and interactive media on purchase behavior. We conducted Study 2 (synergistic vs. non-synergistic groups) to test the differences between the groups. Study 2 was a 2 (interference vs. no interference terms) × 2 (synergistic vs. non-synergistic groups) experiment to test whether the interaction between online broadcast media and interactive media is a necessary condition for the synergistic effect. Finally, Study 3 was conducted to test the difference in the level of information processing between online broadcast media and interactive media as a necessary condition for the synergistic effect. We designed a 2 (questioning vs. not questioning) × 2 (synergistic vs. non-synergistic groups) experiment to examine the difference between the groups. The results show that online broadcast media and interactive media have a synergistic effect on consumer purchase intention and memory. Study 1 shows that participants in the synergistic group had a higher purchase intention than participants in the non-synergistic group. Study 2 revealed a significant cognition interaction effect on product memory between online broadcast media and interactive media. Finally, in Study 3, the difference in the information processing level between broadcast media and interactive media had a significant synergistic effect on product memory.
对于营销人员而言，同时使用在线广播媒体和互动媒体变得越来越重要。在本文中，我们进行了三项研究来解释协同效应背后的内在机制。我们开展研究1以测试在线广播媒体和互动媒体对购买行为的协同效应。我们进行了研究2（协同组与非协同组）来测试两组之间的差异。研究2是一项2（干扰项与无干扰项）×2（协同组与非协同组）的实验，旨在测试在线广播媒体和互动媒体之间的相互作用是否是协同效应的必要条件。最后，开展研究3来测试在线广播媒体和互动媒体之间信息处理水平的差异，这是协同效应的必要条件。我们设计了一项2（提问与不提问）×2（协同组与非协同组）的实验来检验两组之间的差异。结果表明，在线广播媒体和互动媒体对消费者购买意愿和记忆具有协同效应。研究1表明，协同组的参与者比非协同组的参与者有更高的购买意愿。研究2揭示了在线广播媒体和互动媒体之间对产品记忆有显著的认知交互作用。最后，在研究3中，广播媒体和互动媒体之间信息处理水平的差异对产品记忆有显著的协同效应。
