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Abstract

The aim of this study is to investigate a proposed structural equation model that influences the factors predicted to affect the online gaming behaviors of a group of undergraduates. In the proposed structural model, factors such as Visual Appeal, Escape from Reality, Flow Experience, Success, Enjoyment, Self-Efficacy, The Intention of Playing Games and Gaming Behaviour were discussed. In testing of the relationships between these factors included in the model, Structural Equation Modelling (SEM) was used. The fitting of the model was determined by evaluating various cohesion criteria for SEM in the literature. When the results obtained from the study were evaluated, it was seen that there was a statistically positive significant relationship between Visual Appeal latent variable and Pleasure intrinsic latent variable. According to this, the visual appeal of online game, visual design and the effect of the online game will be increased as the influence increases. Another result obtained from the study is that there is a statistically positive significant relationship between the latent variable of Escape from Reality and the intrinsic latent variable of Pleasure. The fact that players want to escape from reality, away from the stress of daily life and the events that make them unhappy, positively affects the pleasure of the players taken out of online games. There are often studies in the literature that affect the intention of playing online games. In this study, online gaming behavior was defined as an endogenous latent variable, and the factors affecting online gaming intention and behavior were extensively modeled.