“…compatibility; Holak and Lehmann, 1990) and often overlooked in empirical examinations (Jeyaraj, Rottman and Lacity, 2006). Meanwhile, institutional analyses of product/technology adoption, generally grounded in organizational studies literature, take a wider contextual perspective and find that factors in the social context in which customers operate, such as cultural and normative expectations (Kropp and Totzek, 2020; Mignerat and Rivard, 2009), play a major role in explaining customer adoption behaviour in relation to new products and technologies.…”