Playing games efficiently: Hedonic learning curves and loyalty
Murray, K. and Bellman, S. (2007) Playing games efficiently: Hedonic learning curves and loyalty. In: 24th Annual Conference of the Association for Consumer Research.
In this paper we demonstrate that human capital invested in a hedonic product can be an important determinant of consumer loyalty. In addition, we find that a positive attitude towards the product completely mediates the impact of skill acquisition on loyalty. Moreover, and in contrast to previous work on learning and loyalty in utilitarian consumption, additional use of the product had no effect on task completion times, perceived ease of use or loyalty to the product. However, we do find evidence for “hidden efficiencies” that improved significantly with additional play and affected consumers’ intention to use the product again.
|Publication Type:||Conference Paper|
|Murdoch Affiliation:||Interactive Television Research Institute|
|Publisher:||Association for Consumer Research|
|Notes:||Appears In: Advances in Consumer Research Vol. 34|
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