Сила привычки и степенной закон освоения
Johnson E.J., Bellman S., Lohse G.L.

Два компонента расходов на поиск;
Степенной закон освоения;
Объяснения степенного закона освоения;
Моделирование изучения интернет-сайтов;
Результаты;
Ограничения;
Обсуждение;

Аннотация

Авторы доказывают, что освоение является важным фактором в электронной среде и что рост эффективности за счет освоения (формирования привычки) можно моделировать с помощью степенного закона освоения. Они показывают, что большинство интернет-сайтов характеризуется сокращением времени повторных посещений и что сайты с наиболее быстрыми кривыми освоения, как правило, демонстрируют самые высокие проценты покупок.

Журнал: «Маркетинг и маркетинговые исследования» — №2, 2004 (© Издательский дом Гребенников)
Объем в страницах: 18
Кол-во знаков: около 51,637

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Johnson Eric J.

Профессор маркетинга, Колумбийская бизнес-школа, Колумбийский университет, США.

Bellman Steven

Старший преподаватель, аспирантура отделения менеджмента, Университет Западной Австралии, США.

Lohse Gerald L.

Сотрудник отдела анализа потребительский решений, компания Accenture, США.