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| 研究生： |
李雅妮 Likhitworasak, Yaninee |
|---|---|
| 論文名稱： |
超越傳統美感：探索 ASMR 和感官設計， 為美容產品提供全方位的保健體驗 Beyond Traditional Aesthetics: Exploring ASMR and Sensory Design for Holistic Wellness Experiences in Beauty Products |
| 指導教授： |
劉秀明
Liu, Sandra |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2024 |
| 畢業學年度： | 112 |
| 語文別： | 英文 |
| 論文頁數： | 161 |
| 中文關鍵詞： | ASMR 、感官行銷 、消費行為 、美容 、廣告 |
| 外文關鍵詞： | ASMR, Sensory Marketing, Consumer Behavior, Beauty, Advertising |
| 相關次數： | 點閱：30 下載：8 |
| 分享至: |
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Autonomous Sensory Meridian Response (ASMR), known for its relaxing effects and unique sensory experiences, holds significant potential for beauty brands seeking deeper consumer engagement. With wellness trends on the rise, this study investigates how ASMR influences consumer perceptions within the beauty market. A literature review provides foundational insights into ASMR mechanics and design, while in-depth interviews offer a nuanced understanding of consumer preferences.
Despite being a supplementary marketing element, the results reveal that ASMR can foster immersive narratives and enhance brand engagement when personalized for diverse audiences. The study suggests that a well-defined narrative structure, authenticity, and cohesive integration of ASMR elements are necessary to effectively engage and emotionally connect with consumers. By embracing these principles, brands can attract a broader range of audiences and foster deeper levels of engagement.
Autonomous Sensory Meridian Response (ASMR), known for its relaxing effects and unique sensory experiences, holds significant potential for beauty brands seeking deeper consumer engagement. With wellness trends on the rise, this study investigates how ASMR influences consumer perceptions within the beauty market. A literature review provides foundational insights into ASMR mechanics and design, while in-depth interviews offer a nuanced understanding of consumer preferences.
Despite being a supplementary marketing element, the results reveal that ASMR can foster immersive narratives and enhance brand engagement when personalized for diverse audiences. The study suggests that a well-defined narrative structure, authenticity, and cohesive integration of ASMR elements are necessary to effectively engage and emotionally connect with consumers. By embracing these principles, brands can attract a broader range of audiences and foster deeper levels of engagement.
TABLE OF CONTENTS
1. Introduction 1
1.1. Background and Purposes 1
1.2. Research Objectives 3
1.3. Research Methodology 4
1.4. Scope of Research 5
2. Literature Review 6
2.1. Autonomous Sensory Meridian Response (ASMR) 6
2.1.1. Definition 6
2.1.2. History of ASMR 7
2.1.3. ASMR in Current Media 9
2.1.4. Nature of ASMR Media Platforms 12
2.1.5. ASMR for Marketing Purposes 14
2.1.6. ASMR Mechanisms and Benefits 22
2.1.7. ASMR Triggers 26
2.2. Sensory Marketing 28
2.2.1. Overview of Sensory Marketing 28
2.2.2. Sound Design 30
2.2.3. Visual Design 32
2.3. Cinematography 36
2.3.1. Cinematography vs. Videography 36
2.3.2. Sound Design in Cinematography 37
2.3.3. Principles of Effective Audio Design 37
2.3.4. Visual Storytelling Through Cinematography 38
2.3.5. Principles of Visual Design 40
2.4. Narrative Transportation Theory 41
2.4.1. Narrative Structures 42
2.5. Involvement Concept 42
2.6. Consumer Preferences in Beauty and Wellness Segment 45
2.6.1. Consumer Preferences 45
2.6.2. Beauty Product Segmentation 46
3. Study Design 50
3.1. Selection of Materials 50
3.2. Analysis of the Selected Materials 52
3.3. Recruitment 60
3.4. Participants 61
3.5. Procedure 62
4. Findings 65
4.1. Derived Topics 65
4.2. Key Findings 66
4.3. Further Revelations 81
5. Discussions 86
6. Conclusion 89
7. Limitation and Future Research 91
Reference 93
Appendix 102
Semi-Structured Interview Script 102
Interview Transcript 104
Subject 1 – Male, Positive ASMR Background, Age 27 104
Subject 2 – Male, Positive ASMR Background, Age 31 112
Subject 3 – Female, Positive ASMR Background, Age 26 120
Subject 4 – Female, Positive ASMR Background, Age 28 127
Subject 5 – Male, Negative ASMR Background, Age 26 135
Subject 6 – Male, Negative ASMR Background, Age 31 141
Subject 7 – Female, Negative ASMR Background, Age 27 149
Subject 8 – Female, Negative ASMR Background, Age 30 155
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