有鑑於ASMR影片近年來在YouTube社群受到非常多觀眾的支持，不僅是YouTuber創作者，也越來越多國際主流品牌在線上廣告中運用ASMR。過去非音樂性的研究大多專注在產品本身的聲音或和產品互動的聲音來提供消費者關於產品的屬性或功能利益，而ASMR能夠影響消費者的情緒，可以帶來身體以及情緒層面的放鬆感。本研究進行兩個實驗，實驗一欲探討ASMR刺激對於購買意願的影響，並且以放鬆感為中介變數。實驗選用氣泡型酒精飲料為廣告產品，以ASMR為刺激物，實驗一產品為香檳，有兩個版本的實驗廣告，分別為有ASMR、無ASMR；實驗二欲探討ASMR刺激對於購買意願的影響，以及價格感知的調節作用。產品為啤酒，加入價格感知高、低兩種品牌，分別有四個版本的實驗廣告分別為有ASMR搭配金色三麥、無ASMR搭配金色三麥、有ASMR搭配台灣啤酒、無ASMR搭配台灣啤酒。本研究採用線上實驗法，先進行實驗一，實驗一完成結果分析，再進行實驗二。兩階段實驗受測者皆不同，兩個實驗受測者皆隨機分配觀賞一支實驗廣告接著填答問卷。
實驗一研究結果顯示ASMR廣告可以提高消費者的購買意願，其中放鬆感具有部分中介效果。實驗二研究結果顯示在高價格感知的情況下，ASMR廣告可以顯著提升消費者的購買意願。針對研究結果，本研究在最後提出學術貢獻與實務應用的討論。

Because ASMR videos have been supported by a large number of viewers in the YouTube community in recent years, not only YouTuber creators, but also more and more international mainstream brands use ASMR in online advertisings. In the past, most of the non-musical research focused on the sound of the product itself or the sound of interaction with the product to provide consumers with product attributes or functional benefits, while ASMR can affect consumers' emotions and bring physical and emotional relaxation.
This study conducts two experiments. Experiment 1 intends to explore the influence of ASMR stimulation on purchase intention, and relaxation as the mediating variable. The experiment selected sparkling alcoholic drinks as the advertising product, ASMR is used as the stimulus, and the product in the advertisement is champagne. There were two versions of the experimental advertisement, one with ASMR and one without ASMR; the second experiment intends to explore the influence of ASMR stimulation on purchase intention, and the moderating effect of price level perception. The product in the advertisement is beer, and two brands with high price perception and low price perception are added. There are four versions of the experimental advertisement, namely, with ASMR and SUNMAI, without ASMR and SUNMAI, with ASMR and Taiwan Beer, without ASMR and Taiwan Beer. This study adopts the online experimental method, and the subjects are randomly assigned to watch an experimental advertisement and then fill out the questionnaire.
The results of Experiment 1 show that ASMR advertisement can increase consumers' willingness to purchase, and the relaxation has a partial mediating effect. The results of Experiment 2 show that in the case of high price perception, ASMR advertisement can significantly improve consumers' purchase intentions. In view of the research results, this study puts forward the discussion of academic contribution and practical application at the end.

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