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.

当代知名公司正在跨领域努力，以推广其核心业务范围之外的利基产品。然而，人们对这些利基产品的常规使用知之甚少。基于参与理论，我们提出了一个研究模型，并进行了关于 Apple Pay 的在线调查来验证假设。通过实证分析获得了一些见解。具体而言，(1) 日常使用会受到产品参与的影响，而产品参与反过来又受到理想自我一致性和社会影响的积极影响，以及 (2) 理想自我一致性和社会影响对产品参与的影响受性别调节.