english

The attractiveness of online games of various types makes smartphone gaming more desirable and creates a prestige value for users towards good perceptions of gaming. Online purchase intention as a consumer’s desire to make transactions for a product or service that is sold online can be influenced by various things such as visual appeal, portability, purchase intention, hedonic browsing, utilitarian browsing, and perceived risk. The purpose of this paper is to further the research in knowing consumer behavior and what factors influence buying decisions on online purchase intentions for online mobile game content in Indonesia. This study uses an explanatory research design. A conceptual model is developed and tested. An online survey was conducted from a sample of consumers of online mobile game content. The responses were analyzed using Structural Equation Modeling (SEM) with a minimum sample size of 100 people. The result of this study is that the visual appeal variable had a significant effect on hedonic browsing, the portability variable had no significant effect on perceived risk and has a significant effect on utilitarian browsing, and the hedonic browsing variable has a significant effect on online purchase intentions.Purpose – The purpose of this paper is to further the research in knowing consumer behaviour and what factors influence buying decisions on online purchase intentions for online mobile game content in Indonesia. Design/Methodology/Approach – A conceptual model is developed and tested. An online survey was conducted from a sample of consumers of online mobile game content. The responses were analysed using structural equation modelling (SEM)