Background: P2W games (Pay-to-Win) occupy a significant position in the Chinese gaming market, attracting a large number of players to participate and spend money. However, there is still a knowledge gap in understanding the motivational factors behind the behavior and psychology of Chinese players in terms of their purchase motivation in specific games Diablo: Immortal.

Purpose: The objective of this study is to use the TCV framework to explore in depth the purchase motivations of Chinese players in the P2W game Diablo Immortal and to find out what factors have the greatest impact on the purchase of virtual items within this game.

Method: In the method section, the article uses a qualitative research method to conduct semi-structured interviews. Convenience sampling and snowball sampling were conducted through friends close to the author, and 8 respondents were selected who met the research criteria. After data collection, a thematic analysis approach was used to analyze the data. 

Conclusion: This study reveals that Chinese players in the P2W game Diablo: Immortal are motivated to purchase virtual items based on five key themes: functional value, social value, emotional value, conditional value, and monetary value. Among these, social value emerges as the strongest motivator, followed closely by conditional value, emotional value, functional value, and monetary value. The findings highlight the importance of enhancing the social aspects of the game, such as fostering player interactions and creating a sense of community. Additionally, developers should consider offering attractive discounts and promotions to stimulate player buying behavior. These insights provide valuable guidance for game developers and operators seeking to understand and cater to the motivations of Chinese players in the context of virtual item purchases.