近年來，網路上大量出現以ASMR (Autonomous Sensory Meridian Response) 為名的影片，甚至有人將之當成一種治療憂鬱症及失眠的方法，此一現象引起諸多領域學者好奇。過往研究曾以不同機制解釋ASMR的心理狀態，然而卻缺乏檢驗ASMR運用於產品行銷之效果。ASMR一詞於Google及YouTube上的搜尋量逐年上升，越來越多品牌及業者也紛紛相中此一趨勢，推出以ASMR為名的宣傳影片，然而此舉卻引發不同的反應聲量。因此，探討其背後的運作機制、使用時機及方法就顯得十分重要。
本研究以ASMR為主題，基於過去對於ASMR 心理機制的研究，並結合基模一致性、處理流暢度、資訊處理觀點等理論，探討ASMR運用於行銷領域之效果。本研究採實驗法，共進行三個實驗：實驗一為檢測廣告類型 (ASMR vs. 一般廣告) 對消費者愉悅感、產品態度與購買意願的影響，並檢視接收時間的干擾效果；實驗二在廣告類型的差異中，檢測說話者性別的干擾效果；而實驗三則在廣告類型的差異中，檢測產品類型的干擾效果。研究的重要發現為：ASMR廣告（相較於一般廣告）會產生較佳的愉悅感、產品態度與購買意願，且愉悅感中介產品態度和購買意願的生成；ASMR的較佳效果只出現於較長的接收時間，又說話者性別為女性（相較於男性）、當產品類型為享樂型（相較於功能型）時，將會強化ASMR廣告對愉悅感、產品態度與購買意願的效果。
本研究結果為ASMR狀態與技術運用於行銷領域打開全新篇章，並對ASMR的跨領域研究做出理論與實務貢獻。除幫助品牌及業者瞭解ASMR的使用時機及適用產品類型，對商業廣告行銷具有重要的參考價值外，同時也透過本研究檢視使用ASMR為商業廣告背後的新興行銷手法，幫助消費者更理性的做出了解與判斷，進而做出更佳的購物決策。

In recent years, a large number of ASMR (Autonomous Sensory Meridian Response) video appears on the internet. Some people even see it as a treatment for depression and insomnia. This trend has attracted the attention of scholars in many fields. Previous studies have suggested different mechanisms to explain the psychological state of ASMR, but haven’t examined the effects of ASMR in marketing field. The search volume of ASMR on Google and YouTube increases every year, and brands and companies are following this trend and launching promotional videos in the name of ASMR. However, this behavior causes different reactions. Therefore, it is very important to discuss the functional mechanism as well as the appropriate time and method of using ASMR.
This study focused on ASMR, based on previous research on the psychological mechanisms of ASMR, and combined schema theory, processing fluency, and information processing theory to explore the effects of ASMR on marketing. This research used experimental method and conducted three experiments. The first experiment tested the main effect of advertising types (ASMR vs. General advertising) on consumer pleasure, product attitude, and purchase intention, and examined the moderating effects of advertising length. The second experiment examined the moderating effects of speaker gender. The third experiment examined the moderating effects of product type. The results showed that ASMR advertising (vs. general advertising) would improve pleasure, product attitudes, and purchase intentions, and the main effect is mediated by pleasure. The better effect of ASMR only occurs in longer advertisements. Female (vs. male) speaker and hedonic (vs. utilitarian) products would enhance the better effect of ASMR.
The results of this study open a new chapter for the use of ASMR status and technology in the marketing field, and make theoretical and practical contributions to the cross-field research of ASMR. In addition to helping brands and marketers understand the advertising length and types of products suitable for ASMR and therefore providing important reference value for commercial marketing, this study also helps consumers understand and judge this emerging marketing technique more rationally and make better shopping decisions.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
目錄 vi
圖次 ix
表次 x
第一章 、緒論 1
第一節 、研究背景 1
第二節 、研究動機 7
第三節 、研究問題 10
第四節 、研究目的 11
第二章 、文獻回顧 13
第一節 、ASMR (Autonomous Sensory Meridian Response) 13
一、ASMR 定義與初探 13
二、ASMR 與聯覺 (synaesthesia) 15
三、ASMR 與心流狀態 (flow state) 17
四、ASMR 與顫慄 (frisson) 21
五、ASMR 與正念 (mindfulness) 23
六、ASMR 中的聽覺與視覺線索 24
七、ASMR 之行銷相關研究 25
第二節 、ASMRtist 性別 28
第三節 、產品類型 29
第四節 、基模一致性理論 31
第三章 、研究架構與假說 33
第一節 、研究架構 33
第二節 、研究假說 33
一、廣告中使用 ASMR 對愉悅感、產品態度與購買意願之影響 33
二、接收時間的干擾效果 36
三、廣告中說話者性別的干擾效果 39
四、產品類型的干擾效果 43
第四章 、實驗一 47
第一節、研究方法 47
一、樣本與實驗設計 47
二、實驗刺激與前測 47
三、實驗程序 60
四、變數衡量 62
五、分析方法 65
第二節、分析結果 65
一、研究樣本組成 65
二、實驗一變數之平均數、標準差及信度分析 67
三、操弄性檢驗 68
四、控制變數之檢定 70
五、假說驗證 72
六、討論 84
第五章 、實驗二 87
第一節 、研究方法 87
一、樣本與實驗設計 87
二、實驗刺激與前測 87
三、實驗程序 88
四、變數衡量 90
五、分析方法 93
第二節 、分析結果 93
一、研究樣本組成 93
二、實驗二變數之平均數、標準差及信度分析 95
三、操弄性檢驗 96
四、控制變數之檢定 98
五、假說驗證 99
六、討論 108
第六章 、實驗三 109
第一節 、研究方法 109
一、樣本與實驗設計 109
二、實驗刺激與前測 109
三、實驗程序 115
四、變數衡量 116
五、分析方法 119
第二節 、分析結果 120
一、研究樣本組成 120
二、實驗三變數之平均數、標準差及信度分析 122
三、操弄性檢驗 123
四、控制變數之檢定 126
五、假說驗證 127
六、討論 135
第七章 、結論與建議 136
第一節 、研究發現 136
第二節 、研究意涵 142
一、理論意涵 142
二、實務意涵 146
第三節 、研究限制與未來研究方向 150
參考文獻 157
附錄 192
附錄一：品牌使用 ASMR 的相關連結彙整 192
附錄二：前測一問卷 195
附錄三：前測二問卷 199
附錄四：前測三問卷 207
附錄五：正式實驗一問卷 212
附錄六：正式實驗二問卷 221
附錄七：前測四問卷 230
附錄八：正式實驗三問卷 234

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