Purchase intention on virtual items is an interesting phenomenon because gamers are willing to buy intangible products using real money. This study explores and analyzes the motivation, experience, and behavior to purchase MOBA games virtual items. This study uses a purposive sampling method with 469 MOBA gamers as respondents. Data were analyzed using the Structural Equation Model (SEM) with SmartPLS 4.0. The results of this study are Enjoyment, Skill, Challenge, Telepresence, and Interactivity have a positive effect on Flow, Flow has a positive effect on Continuous Intention, Flow, Continuous Intention, and Social Value have a positive effect on Purchase Intention, Enjoyment of Buying strengthens the relationship between Flow and Continuous Intention, Enjoyment of Buying strengthens the relationship between Flow and Purchase Intention, Enjoyment of Buying strengthens the relationship between Continuous Intention and Purchase Intention and Age strengthens the relationship between Continuous Intention and Purchase Intention. The contribution of this research will greatly help practitioners and academics explore the factors of buying MOBA game virtual items.