Product involvement and routine use of a niche product from a well-known company: The moderating effect of gender

Contemporary well-known companies are making cross-disciplinary efforts to promote niche products outside the scope of their core businesses. However, little is known about the routine use of these niche products. Based on the theory of involvement, we proposed a research model and conducted an online survey regarding Apple Pay to validate the hypotheses. Several insights were obtained through empirical analysis. Specifically, (1) routine use can be affected by product involvement, which in turn is positively influenced by ideal self-congruence and social influence, and (2) the effects of ideal self-congruence and social influence on product involvement are moderated by gender.