The emergence of smartphone has revolutionized the whole gaming industry. No longer that gaming companies rely on selling the actual games as their sole method in making profit, instead, the concept of mobile games lead to other ways of monetization. One in particular is in-app purchase. Through in-app purchase, game developers sell virtual goods, which is in-game goods or commodities that only exist virtually. The aim of this research is to identify the factors behind mobile game players" purchase intention on virtual goods, specifically virtual goods on MMORPG mobile games, since MMORPG mobile games is on its peak of popularity and mostly involve with virtual goods inside it. The factors in concern are based from the theory of consumption values by Sheth, Newman, & Gross (1991) which consists of fuentional value, conditional value, emotional value, epistemic value, social valiue, and opinion leadership & opinion seeking. The research itself is a quantitative study and conducted within the area of Tangerang and Jakarta, which involves the survey of 100 respondants whom are MMORPG mobile game players. The data analysis method utlized is the PLS-SEM which requires the conduct of measurement and structural evaluation model. This result of the current research reveals that out of the 6 factors, only functional value, social value, epistemic value, and opinion leadership & opinion seeking affect purchase intention of virtual goods on MMORPG mobile games, with opinion seeking & opnion leadership having an inversed effect on purchase intention.