The social effects and perceived value on the desire to buy in-app and the duration of use of mobile apps

In this study, we have tried to identify the factors that affect the incentive to buy in-app for experienced users and potential users. The purpose of this presented paper is to investigate the social effects and perceived value on the desire to buy in-app and the duration of using the mobile app, in this regard, celery application in Iran has been studied. The research method used is a descriptive survey and to collect information, a researcher-made questionnaire was used to confirm the reliability of the questionnaire using two methods of Cronbach's alpha and compound reliability and its validity using mean-variance and Chen test. The collected data have been studied by PLS structural equation software. Contrary to existing research and beliefs, the results of the study in this paper do not indicate a significant relationship between social effects and perceived value on the desire to buy in-app by Karafs application users.