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;


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

1. Alba, Joseph W., John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer, and Stacy Wood (1997), «Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces», Journal of Marketing, 61 (July), pp. 38–53.

2.Подробнее «Подробнее Music Store, Provides A Whole New Way To Discover Music», press release, Seattle, WA (June 11), (accessed January 8, 2003), [available at Подробнее .

3. Anderson, John R. (1983), «Retrieval of Information from Long-Term Memory», Science, 220 (April), pp. 25–30.

4. Argote, Linda (1993), «Group and Organizational Learning Curves: Individual, System and Environmental Components», British Journal of Social Psychology, 32 (March), pp. 31–51.

5. Bair, J.H. (1902), «The Practice Curve: A Study in the Formation of Habits», Psychological Monographs, 5 (2), pp. 1–70.

6. Bakos, J. Yannis (1997), «Reducing Buyer Search Costs: Implications for Electronic Marketplaces», Management Science, 43 (December), pp. 1676–92.

7. Brynjolfsson, Erik and Michael D. Smith (2000), «Frictionless Commerce? A Comparison of Internet and Conventional Retailers», Management Science, 46 (April), pp. 563–85.

8. Card, Stuart K., William K. English, and Betty J. Burr (1978), «Evaluation of Mouse, Rate-Controlled Isometric Joystick, Step Keys, and Text Keys for Text Selection on a CRT», Ergonomics, 21 (August), pp. 601–13.

9. Card, Stuart K., Thomas P. Moran, and Allen Newell (1983), The Psychology of Human-Computer Interaction. Hillsdale, NJ: Lawrence Erlbaum Associates.

10. Clemons, Eric K., II-Horn Hann, and Lorin M. Hitt (2002), «Price Dispersion and Differentiation in Online Travel: An Empirical Investigation» Management Science, 48 (April), pp. 534–49.

11. Cox, Beth (2002), «One Settlement Over One-Click»,Подробнее , (March 7), (accessed January 8, 2003), [available at Подробнее .

12. Grossman, E.R.F.W. (1959), «A Theory of the Acquisition of Speed-Skill», Ergonomics, 2 (February), pp. 153–66.

13. Delaney, Peter F, Lynne M. Reder, James J. Staszewski, and Frank E. Ritter (1998), «The Strategy-Specific Nature of Improvement: The Power Law Applies by Strategy Within Task», Psychological Science, 9 (January), pp. 1–7.

14. Dreze, Xavier and Fred Zufryden (1998), «Is Internet Advertising Ready for Prime Time?» Journal of Advertising Research, 38 (May/June), pp. 7–18.

15. Epple, Dennis, Linda Argote, and Rukmini Devadas (1991), «Organization-al Learning Curves: A Method for Investigating Intra-Plant Transfer of Knowledge Acquired Through Learning by Doing», Organization Science, 2 (February), pp. 58–70.

16. Hirsch, Werner Z. (1952), «Manufactur-ing Progress Functions», Review of Economics and Statistics, 34 (May), pp. 143–55.

17. Hoffman, Donna L. and Thomas P. Novak (1996), «Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations», Journal of Marketing, 60 (July), pp. 50–68.

18. Hunter, John E. and Frank L. Schmidt (1990), Methods of Meta-Analysis: Correcting Error and Bias in Research Findings. Thousand Oaks, CA: Sage Publications.

19. Irwin, Julie R. and Gary H. McClelland (2001), «Misleading Heuristics and Moderated Multiple Regression Models», Journal of Marketing Research, 38 (February), pp. 100–109.

20. Jaccard, James, Robert Turrisi, and Choi K. Wan (1990), Interaction Effects in Multiple Regression. Newbury Park, CA: Sage Publications.

21. Johnson, Eric J., Wendy Мое, Pete Fader, Steve Bellman, and Jerry Lohse (2002), «On the Depth and Dynamics of Online Search Behavior», working paper, Columbia Business School, New York, (accessed January 8, 2003), [available at Подробнее .

22. Kahn, Barbara E. and Leigh McAlister (1997), Grocery Revolution: The New Focus on the Consumer. Reading, MA: Addison-Wesley.

23. Klemperer, Paul (1995), «Competition When Consumers Have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade», Review of Economic Studies, 62 (4), pp. 515–39.

24. Kolers, Paul A. (1975), «Memorial Consequences of Automatized Encoding», Journal of Experimental Psychology: Human Learning and Memory, 1 (November), pp. 689–701.

25. Lai, Rajiv and Miklos Sarvary (1999), «When and How Is the Internet Likely to Decrease Price Competition?» Marketing Science, 18 (4), pp. 485–503.

26. Lorch, Robert F. and Jerome L. Myers (1990), «Regression Analysis of Repeated Measures Data in Cognitive Research», Journal of Experimental Psychology: Learning, Memory & Cognition, 16 (January), pp. 149–57.

27. Lynch, John G., Jr., and Dan Ariely (2000), «Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution», Marketing Science, 19 (Winter), pp. 83–103.

28. Miller, George A. (1958), «Free Recall of Redundant Strings of Letters», Journal of Experimental Psychology, 56 (December), pp. 485–91.

29. Мое, Wendy W. and Peter S. Fader (2001), «Uncovering Patterns in Cyber-shopping», California Management Review, 43 (Summer), pp. 106–117.

30. Murray, Kyle B. and Gerald Haubl (2002), «The Fiction of No Friction: A User Skills Approach to Cognitive Lock-In», in Advances in Consumer Research, Vol. 29, Susan M. Broniarczyk and Kent Nakamoto, eds. Valdosta, GA: Association for Consumer Research, pp. 11-18.

31. Neisser, Ulric, Robert Novick, and Robert Lazar (1963), «Searching for Ten Targets Simultaneously», Perceptual and Motor Skills, 17(3), pp. 955–61.

32. Newell, Allen and Paul S. Rosenbloom (1981), «Mechanisms of Skill Acquisition and the Law of Practice», in Cognitive Skills and Their Acquisition, John R. Anderson, ed. Hillsdale, NJ: Lawrence Erlbaum Associates, pp. 1–55.

33. Niebel, Benjamin W. (1972), Motion and Time Study, 5th ed. Homewood, IL: Richard D. Irwin.

34. Nielsen, Jakob (1999), «Ten Good Deeds in Web Design», Alert-box, (October 3), (accessed January 8, 2003), [available at Подробнее .

35. Nielsen, Jakob (2000), «Why Doc Searls Doesn't Sell Any Books», Alert-box, (August 6), (accessed January 8, 2003), [available at http:/ /Подробнее .

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.