Skill Acquisition and Interface Loyalty: A Human Capital Perspective

Magazine Communications of the ACM - Mobile Computing Opportunities and Challenges CACM Homepage Archive, Volume 46, Issue 12, December 2003, pp. 272-278

University of Alberta School of Business Research Paper No. 2013-761

13 Pages Posted: 21 Feb 2007 Last revised: 25 Jul 2013

Kyle B. Murray

University of Alberta - Department of Marketing, Business Economics & Law

Gerald Häubl

University of Alberta - Department of Marketing, Business Economics & Law

Date Written: September 1, 2002

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

Suggested Citation

Murray, Kyle B. and Häubl, Gerald, Skill Acquisition and Interface Loyalty: A Human Capital Perspective (September 1, 2002). Magazine Communications of the ACM - Mobile Computing Opportunities and Challenges CACM Homepage Archive, Volume 46, Issue 12, December 2003, pp. 272-278 ; University of Alberta School of Business Research Paper No. 2013-761. Available at SSRN: https://ssrn.com/abstract=964194 or http://dx.doi.org/10.2139/ssrn.964194

Kyle B. Murray (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada
780-248-1091 (Phone)
780-492-4631 (Fax)

HOME PAGE: http://www.kylemurray.com

Gerald Häubl

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

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