Skill Acquisition and Interface Loyalty: A Human Capital Perspective

Abstract

In this paper we examine the role of skill acquisition in the development of interface loyalty from a human capital perspective. It has long been recognized that humans are able to improve task performance as a result of repeated experience with a particular task, and that this type of learning consistently adheres to the Power Law of Practice. However, less attention has been given to the impact that practice, and the acquisition of skill, have on a users' loyalty to a particular software interface. We review the notion of human capital, and discuss specific examples from research into online shopping, in an effort to better understand the role of learning in the development of interface loyalty.

Keywords: consumer choice, learning, habit, ease of use, judgment and decision making