ASMR 廣告對消費者態度之影響

Abstract

近年來，越來越多創作者在影音平台製作 ASMR 影片，並創下可觀的觀看次數。這樣的感官刺激不僅觸發了特殊的身心反應，其對身心的有益影響也已經由科學研究證實，能讓人產生愉悅、放鬆等正向感受。隨著這樣的趨勢，品牌也開始使用 ASMR 廣告為促銷手段之一，行銷的產品更是涵蓋多方。然而，目前卻少有 ASMR 對於行銷效果之檢驗，因此針對消費者接收 ASMR 廣告後，是否影響其態度與行為意圖，是相當值得研究的。 本研究旨在尋找一套有效檢視 ASMR 廣告效果的方法，欲藉由比較 ASMR 廣告對態度之三個構面——認知、情感、行為的影響，是否與一般廣告具有差異，以此衡量 ASMR 用於廣告行銷之效果。研究結果顯示，相較於普通廣告，ASMR 廣告會產生較佳的消費者態度，且感官效果中介廣告類型對消費者態度的影響。另外，也發現若佩帶耳機觀看 ASMR 影片能有更佳的感官體驗。最後，根據研究結果，提出管理建議與未來研究方向。

In recent years, ASMR is becoming increasingly popular around the world. Such sensory stimulation not only triggers special physical and mental responses but its beneficial effects on health have also been proven by science. With such a trend, brands have also started to make use of ASMR advertising to promote their products. However, little research has been conducted yet on the effectiveness of ASMR in marketing field. Therefore, it is worth studying whether consumers' attitudes and behavioral intentions are affected after watching ASMR advertisements. This research mainly aims to study how ASMR advertisements affect consumer attitudes. The findings reveal that ASMR ads lead to more positive consumer attitudes than non-ASMR ads. The relationship between advertisement type and consumer attitudes is mediated by evaluation of sensory. Furthermore, this study also finds that consumers can have a better sensory experience if they watch ASMR ads with earphones. Based on our findings, theoretical and practical implications are discussed.