Playing Games Efficiently: Hedonic Learning and Loyalty

Kyle Murray, University of Western Ontario, Richard Ivey School of Business, Canada
Steve Bellman, Murdoch University, Interactive Television Research Institute
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.
[ to cite ]:
Kyle Murray and Steve Bellman (2007) ,"Playing Games Efficiently: Hedonic Learning and Loyalty", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 247-248.