ASMR在广告中的应用对消费者购买欲望的影响

The Impact of ASMR in Advertising on Consumers’ Purchasing Desire

摘要: 目的：探究“自发性知觉经络反应”(Autonomous Sensory Meridian Response, AMSR)在视频广告中的应用是否可通过提升正向情绪而增加消费者的购买欲望。方法：将参与研究的252名被试随机分为实验组(127人)和控制组(125人)，其中实验组观看带有ASMR音效的视频广告，控制组观看带有普通音效的视频广告，之后采用购买意愿量表和正负情绪量表对两组被试进行测量。以广告音效(普通音效、ASMR音效)为自变量，正向情绪为中介变量，消费者购买意愿为因变量，采用SPSS 21.0软件PROCESS插件检验三者之间的关系。结果：广告音效对正向情绪的效应系数显著(a = 1.031, p < 0.001)，正向情绪对购买意愿的效应系数显著(b = 0.867, p < 0.001)，间接效应显著；广告音效对购买意愿的直接效应显著(c’ = −4.485, p < 0.001)。但总效应不显著(c = 0.026, p = 0.785)。结论：带有AMSR音效的广告音效可引发消费者的正向情绪，正向情绪可增加消费者的购买意愿。但由于总效应不显著，三者应按照遮掩效应理论，即广告音效只有通过正向情绪这一遮掩变量才能对购买意愿起作用。

Abstract: Objective: To explore whether the application of “Autonomous Sensory Meridian Response” (AMSR) in video advertising can increase consumers’ purchase desire by enhancing positive emotion. Methods: A total of 252 participants were randomly divided into an experimental group (127 participants) and a control group (125 participants). The experimental group watched video ads with ASMR sound effects, while the control group watched video ads with ordinary sound effects, and then the purchase intention scale and positive and negative emotion scale were used to measure the two groups of participants. With advertising sound effects (ordinary sound effects and ASMR sound effects) as independent variables, positive emotions as mediating variables, and consumers’ purchase intention as dependent variables, SPSS 21.0 software PROCESS plug-in was used to test the relationship among the three. Results: The effect coefficient of advertising sound effect on positive emotion was significant (a = 1.031, p < 0.001), the effect coefficient of positive emotion on purchase intention was significant (b = 0.867, p < 0.001), and the indirect effect was significant. The direct effect of advertising sound effect on purchase intention was significant (c' = −4.485, p < 0.001). But the total effect was not significant (c = 0.026, p = 0.785). Conclusion: Advertising sound effects with AMSR sound effects can induce positive emotions in consumers, and positive emotions can increase consumers’ purchase intention. However, since the total effect is not significant, the three should follow the masking effect theory, that is, the advertising sound effect can only affect the purchase intention through the masking variable of positive emotion.