An automatic massage apparatus according to the present invention includes: a massage chair including a backstay part which supports the back of a user in a state that the user sits a shoulder cover which is mounted on the massage chair to cover shoulders of the user from top to bottom and a stimulus generating unit which is installed on the shoulder cover to apply stimulus to the body of the user. Holding line grooves are formed on the backstay part of the massage chair such that the user is capable of holding his or her arms on the holding line grooves in a state that the user bends his or her arms back. The holding line grooves are formed in such a shape that the holding line grooves are symmetrically connected in a state that the holding line grooves are bent downward from the center of the backstay part to left and right edges. The shoulder cover is mounted on the massage chair such that height of the shoulder cover can be vertically adjusted. The stimulus generating unit includes an actuator having an operating shaft performing a straight reciprocating motion, a movable plate which is connected to the operating shaft of the actuator and is moved along with the operating shaft, and a plurality of pressing protrusions which are attached to the movable plate and are moved along with the movable plate to repeatedly press the user&primes body. A central point on the plane of the movable plate is connected to the operating shaft, and the respective pressing protrusions are disposed at positions at which the pressing protrusions are radially symmetrical to each other based on the central point of the movable plate. Tips of the pressing protrusions contacted with the user&primes body are formed in a sharp shape. An automatic massage apparatus according to the present invention not only enables the stimulus generating unit to generate prompt and deep stimuli, but also allows the user to assume a particular posture conveniently and stably such that more stimulus is appl
