本研究探討影響乙女遊戲中購買意圖的心理機制，聚焦於錯失恐懼（FoMO）、購
買衝動，以及作為調節變項的乙女遊戲月平均花費。乙女遊戲是一種主要針對女
性族群的遊戲類型，經常透過限時內容與情感沉浸式體驗來提升玩家參與度與消
費。根據既有文獻，本研究區分兩種類型的 FoMO──社交歸屬型 FoMO 與遊
戲導向型 FoMO ，並探討其對購買行為的影響。研究透過線上問卷調查，共獲得
366 份曾在乙女遊戲中進行消費的有效樣本。透過驗證性因素分析（CFA）確認
測量模型的適切性，並以結構方程模型（SEM）檢驗各項假設關係。結果顯示，
遊戲導向型 FoMO 對購買衝動與購買意圖皆具有顯著正向影響，而社交歸屬型
FoMO 則透過購買衝動間接影響購買意圖。此外，購買衝動對購買意圖的影響會
受到玩家月平均花費的負向調節，顯示高消費者可能對衝動性誘因的反應較為遲
鈍。本研究有助於深化對遊戲內消費行為的理解，並為行動遊戲產業中更精準的
行銷策略提供實務建議。

This study investigates the psychological mechanisms behind purchase intention in
otome games, focusing on Fear of Missing Out (FoMO), buying impulsiveness, and
average monthly spending as a moderator. Otome games, primarily targeting women,
often use limited-time content and immersive experiences to enhance engagement and
spending. Drawing from prior literature, this research distinguishes Social Belonging
FoMO and Game-based FoMO and examines their effects on buying behavior. An
online survey collected 366 valid responses from players with prior spending
experience. Confirmatory factor analysis validated the measurement model, and
structural equation modeling (SEM) tested the hypothesized relationships. Results
show that Game-based FoMO significantly predicts both buying impulsiveness and
purchase intention, while Social Belonging FoMO indirectly influences purchase
intention via impulsiveness. Moreover, average monthly spending weakens the link
between buying impulsiveness and purchase intention. These findings offer insights
into in-game consumer behavior and inform targeted marketing strategies in mobile
gaming.