Based on the AISAS (attention-interest-search-action-share) consumer behavior model, this study analyzed the formation process of consumer behavioral intentions in the context of YouTube ASMR (autonomous sensory meridian response) advertising experiences. An online survey was conducted from June 15 to June 20, 2025, with 240 Chinese nationals residing in South Korea who had experience viewing YouTube ASMR advertisements. Structural equation modeling was used to examine the structural relationships among the variables and their indirect effects. The results showed that attention had significant positive effects on interest and information search, while interest had significant positive effects on information search and purchase intention. Information search had a significant positive effect on purchase intention, and purchase intention had a significant positive effect on sharing intention. The bootstrapping results further indicated that attention, interest, and information search had significant indirect effects on sharing intention. By applying the AISAS model to ASMR advertising, this study explains the formation process of consumer behavioral intentions and highlights the potential for linking research on auditory advertising stimuli with research on digital advertising responses. From a practical perspective, the findings suggest that enhancing the informativeness of advertisements and the ease of information search may increase consumers’ voluntary sharing intentions.