夾娃娃機近年轉型為以零食為主之獎品，結合社群擴散而再度受到關注。本研究以夾零食娃娃機為情境，探討口碑傳播、享樂價值與知覺好玩對行為意圖之影響，並檢驗知覺好玩的中介效果。以問卷調查蒐集具有消費經驗之受測者，共回收有效樣本 325 份。結果顯示：口碑傳播、享樂價值與知覺好玩皆顯著提升行為意圖；其中知覺好玩在「享樂價值→行為意圖」之間呈現部分中介。研究意涵指出，透過優化情境設計與互動體驗以提升「好玩感」，可有效強化顧客之持續參與與分享意願。 Claw machines have recently shifted toward snack-based prizes and regained popularity through social media diffusion. Focusing on snack-claw machines, this study examines how word-of-mouth (WOM), hedonic value, and perceived playfulness shape consumers’ behavioral intention, with perceived playfulness modeled as a mediator. A survey of consumers with prior experience yielded 325 valid responses. Results indicate that WOM, hedonic value, and perceived playfulness each exert a significant positive effect on behavioral intention. Moreover, perceived playfulness partially mediates the effect of hedonic value on behavioral intention. These findings suggest that enhancing “playfulness” through contextual design and interactive features can strengthen consumers’ continued participation and sharing intentions.