Social Effects of In-App Purchase Behavior
Erfan Eghbali, Mohsen Alvandi, Mahyar Shahpouri Arani
Published in Society Culture Media Journal, Vol. 10, Issue 38, 2021, pp. 71-90.
DOI: 20.1001.1.38552322.1400.10.38.4.3
Research focus
This study investigates social effects, perceived value, in-app purchase desire, and duration of mobile-app use among experienced and potential users of the Karafs application in Iran.
Method
The study used a descriptive survey and a researcher-made questionnaire. Reliability was evaluated through Cronbach’s alpha and composite reliability, and the collected data were analyzed using PLS structural equation modeling.
Key finding
Contrary to common assumptions in the literature, the results did not indicate a significant relationship between social effects and perceived value on the desire to buy in-app among Karafs users.
Why it matters
The finding is useful for digital-product analytics because it shows that social influence and perceived value do not always translate cleanly into purchase behavior. Product teams still need local behavioral evidence rather than assuming general engagement patterns apply everywhere.