| Consumers devote a lot of time to get information from online media. These online multimedia were significantly different between two stages. The first stage was presented in a form of web banner and network text which was with the characteristic of "broadcast communication". In the second stage, a mass of online media appeared represented by blog, SNS and micro-blog, showing "interactive communication" feature. The media synergy of two forms of online media came from consumers’simultaneous usage. Therefore, traditional "broadcast" media can’t do without the support of "interactive" media. Three question were very important for marketing maker:(1) how the synergy affect marketing outcomes,(2) why the synergy effect can do between broadcast and interactive, and(3)how to make multimedia synergy.In the present research, we explore the mechanism of synergy existence between online broadcast-type and interactive-type media. The main work includes:(1) This study verified the media synergies between the online broadcast media and online interactive media which make higher level of purchase intention.(2) This study verified the internal mechanism of synergistic effect which was mediated by product memory.(3) This study verified the difference and mechanism of synergies with different media order.(4) This study verified the moderating effects of product involvement on synergy effect between online broadcast media and interactive media.The main conclusions are:(1) The stimulation of online broadcast and interactive media had a synergistic effect on purchase intention and product memory.(2) The necessary condition that online broadcast and interactive online media produce synergistic effect is "the difference of their information processing levels" and "interaction".(3) The cooperation of broadcast-interactive and the interactive-broadcast had different synergistic effect, and the former were better than the latter, which means different order of media cooperation is consistent with different synergy effect.(4) The level of product involvement can moderated the synergistic effect. If the product involvement is higher, the synergistic effect is greater. The different levels of product involvement were consistent with different cognitive resources inputs, and the higher product involvement produced greater consumer motivation which will lead to more fully sequential stimuli processing.(5) The level of product involvement can moderated the synergistic effect of media cooperation with different sequence. For the high level of products involvement, the cooperation of broadcast-interactive and the cooperation of interactive-broadcast had the same synergy effects. For the low level of products involvement, the cooperation of broadcast-interactive had better synergy effect than the cooperation of interactive-broadcast.The innovations of our studies are:(1) This paper proposed a more consistent framework to analyze coordination of different media. This study put forward the analysis framework that difference lead to collaboration by validating different media synergistic effect mechanism.(2) This paper found a new reason of existence of media synergy. This study proposed that form differences lead to synergistic effects and point out that the different level of information processing of broadcast and interactive is also a kind of form difference, and their collaboration can produce synergistic effect.(3) This paper explained the difference of cooperations with different media order. In order to provide guidance to the promotion of media planning, this paper pointed out that the cooperation strategy of different media had different effects on marketing variables by the comparison of different order media cooperation.(4) This paper explained the differences of synergistic effect under the moderating effect of products involvement. This paper pointed out the change of synergistic effect in the condition of different product types by comparing the effect of the degree of product involvement and the synergistic effect difference of different media synergy order.
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