The authors suggest that learning is an important factor in electronic environments and that efficiency resulting from learning can be modeled with the power law of practice. They show that most Web sites can be characterized by decreasing visit times and that generally those sites with the fastest learning curves show the highest rates of purchasing.
Johnson, Eric, S. Bellman, and G. L. Lohse. "Cognitive Lock-In and the Power Law of Practice." Journal of Marketing 67, no. 2 (2003): 62-75.
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