“…. Johnson (2008) Assimilation of electronic channel Efficiency, learning orientation Gupta et al (2004) Channel-switching Risk perception, search price, evaluation effort, waiting time Ansari et al (2008) Channel migration Purchase, income, age, catalogs Our study Multichannel access Social influence, rating effects of social influence in the adoption or use of new technology and systems (Wang, Meister, & Gray, 2013). In marketing, many scholars explored the effects of social influence between customers in the decision to adopt a new product (Risselada et al, 2014;Shen, Zhang, & Zhao, 2016), demonstrating the value of investment in advertisement to enhance social influence (Terlutter & Capella, 2013).…”