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OnlineStickinessBehaviorResearchStatus:aLiteratureReviewQunWang1XiaohuaOu2JunXue3CollegeofEconomy&Management,Xi'anUniversityofPostandTelecommunications,Xi’an,710061,ChinaAbstract:Throughcollectingaboutonlinestickinessbehaviorofrelatedliteratures,thispapermainlystudiedfouraspectsi.e.definition,measure,influencingfactorsandempiricalanalysistheory,tosummarizethecurrentresearchonlinestickinessbehavior.Theconclusionisabroadonlinestickinessbehavioralresearchadvance,thedomesticresearchrarely,andmostoftheminvolvesafewspecificareas.Keywords:Onlinestickiness,customerloyal,TAM1INTRODUCTIONWiththepenetrationofInternettechnologies,Internethasbeenapartofmanyindividuals’sociallives.Accordingto27thstatisticalreportsofCNNIC，ByDecemberof2010,thenumberofChina'snetizenstohasarrived4.57billion,increasing7330millionbytheendof2009,Internetpenetrationrateclimbedto34.3%,relatively2009improve5.4%,AndInternetconsumptionbehaviorisincreasinglybecomingtheacademicresearchhotspot.Onlinestickinessbehaviorhasdirectimpactonnetworkconsumptionpatternsandinternetdevelopmentpattern,Sothispapermainlycollectedaboutonlinestickinessbehaviorofrelatedliteratures,thussummarizesthecurrentresearchOnlinestickinessbehavior.2DEFINITIONOFTHEONLINESTICKINESSIneconomics,thestickinessincludingpricestickiness,wagesstickinessetc.,usuallyreferstocommoditypricesthatthedifficultyofchanges.Inthenetworkeconomics,thenetworkstickinessisanewterm,whichcombinesthenetworkcharacteristicswithvisitorsbehavior.Accordingtodifferentemphasisfromwebwithvisitors，therearetwotwoanglestounderstandsticknessmeaningintheexistingresearch.2.1StickinessisabilityofwebsiteSuchasBoddoe—StephensYahoo(1999)、Davenport，T．(2000)、Bush，E．(1999)、SheriRosen(2001)andJudyChuan—ChuanLin(2007)ect,fromtheperspectiveofstickywebsiteorcompany,theypointoutthatstickinessistheabilityofwebsitestodrawandretaincustomers.HaipingWang(2009)alsoagreeitisbasedonthevisitorstositecognitionandemotion,inthefaceofconversionpressureorotherfactorsaffectingwithoutchangingthehabits,continuousvisitanduseitspreferencesiteofattribute.accordingtocustomerobtainingandretainthebehaviorcharacteristicsandcontinuoustimelength，shedividedthenetworkstickinessintoshort-termstickyandlong-termstickiness.2.2Stickinessisusuallydescribedastheuser’sdependenceorloyaltyonthewebsiteDahuiLi(2006)definedstickinessfromuser’sview,consideredstickinessisrepetitivevisitsanduseofapreferredwebsitebecauseofadeeplyheldcommitmenttoreusethewebsiteconsistentlyinthefuture,despitesituationalinfluencesandmarketingeffortsthathavethepotentialtocauseswitchingbehavior.Accordingtothedefinitionsmentionedabove,twoaspectsappeartobethemostimportant:thedurationandfrequencyofauser’svisit.2.3ThebehaviorofinternetstickinessLindefinedstickinessasuser’swillingnesstoreturntoandprolonghis/herdurationofstayonthewebsite.Basedonrelevantliterature,throughscientificstatisticsofcustomerloyaltyindifferentdefinitionsofcontentandfrequency,NiweiLi(2006)foundthatrepeatpurchase,fromothers,recommendedtrustrelationshipandemotionalpreferenceappearfrequencyisthehighest.Fromunderstandingtoangleofvisitors,Themeaningofstickinesssmiliartocustomerloyalty.Andinalongtime,customerloyaltyrefertohe/shetotargetobjectsretainsomedegreeofsupportandpreferences,repeatpurchasebehavior,sotwoconceptsconsistinbehavior.3THEMEASUREMENTOFONLINESTICKINESSBEHAVIORIncurrentthereisnounifiedscaleofmeasurmentofvisitorstickinessbehavior.KimGuenther(2004)pointedoutthatstickinesseisauserflowersonthewebsiteoftheaveragetimeandvisitthewebsitefrequency.Thisisamostusualmeasurescaleofinternetstickinessbehavior.Atthesametime,henotedthatstickinessreferstothevisitorexperienceabouteverythingininternet,socanusetheirclickstreamdatatomeasurestickiness.Nemzow(1999)pointedoutrepeatpurchasecandescribeloyalcustomersinthebusiness.MohamedKhalifaetc(2002)userepeatpurchasequantitymeasurementonlineconsumerstickinesssubstitutedurationandfrequency.4.INFLUENCINGFACTORSOFTHEONLINESTICKINESSBEHAVIORFordefinitionofthenetworkstickinessisgivenfromtwoangles--thewebsiteandusers,studythefactoroftheinternetstickinessbehaviorisalsofromthesetwoaspects:4.1ViewfromthewebsiteValczuchetc(2001)summedupthedriversofstickiness,dividedthemintosixtypes,typeofcontent,dimensionofcontent,sourcesofinformation,auxiliarydrivesandstickyneeds.Thestickinesshereisstressedtheextensionofstay.4.1.1TypeofwebsitecontentThecontentcanincreasethestickinessofthewebsiteincludingthefourtypes:e-mail,personalinformationstorage,entertainment&communityandbusinessservices.Inwhichthee-mailcallshighswitchingcosts,sooncepeoplechooseamailaccountonasite,theywillnotbeeasilyconvertedinpractice.Personalinformationstorage---Storagespaceforthingssuchasscheduling,addressetcalsohaveimpactsonthestickiness.Informationisthemostimportantfactorofwhypeopleoftenreturnorclingtolongeronawebsite.EntertainmentsuchasgamesonthesitewillExtendedvisiterlingertime.VirtualcommunitysuchasBillboard,theguestlist,chatroomsandothersiteswillalsoincreasethestickiness.Commercialservices,suchassupplythebusinessvirtualcommunitymemberswiththeon