第1页共9页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共9页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)foundthat"repeatpurchase","fromothers,"recommended"trustrelationship"and"emotionalpreference"appearfrequencyisthehighest.Fromunderstandingtoangleofvisitors,The第2页共9页第1页共9页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共9页meaningofstickinesssmiliartocustomerloyalty.Andinalongtime,customer...
