چکیده:
Recently, integrating multiple online media to achieve synergistic
effects has become more and more popular, and this is primarily
driven by emerging online interactive media. Scholars and practitioners
are interested in the relationship between online media
sequence and consumer persuasion. However, how online media
sequence influences consumer persuasion is not fully understood.
Previous studies have had inconsistent conclusions about media
sequence on this relationship. Using the media congruence hypothesis
and primacy effects as our theoretical foundation, we investigate
how consumer persuasion, mainly reflected as message
acceptance and message responses, is influenced by different types
of online media sequence and product types. The results show that
the interaction between them type affects consumer persuasion.
For search products, the sequence of first online broadcast media
and then online interactive media makes consumers be higher in
message acceptance and message responses. For experience products
though, online interactive media then online broadcast media
make consumers prone to higher message acceptance and message
responses. Message acceptance mediates the effect of online media
sequence on message responses also. This study contributes to the
empirical research on onlinemedia synergy and integrated marketing
communications, and has practical implications that we discuss
also.