Abstract
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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
