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1、Online Stickiness Behavior Research Status: a Literature ReviewQun Wang1 Xiaohua Ou2Jun Xue3College of Economy & Management, Xian University of Post and Telecommunications, Xian,710061,ChinaAbstract: Through collecting about online stickiness behavior of related literatures, this paper mainly studie
2、d four aspects i.e.definition, measure, influencing factors and empirical analysis theory ,to summarize the current research online stickiness behavior. The conclusion is abroad online stickiness behavioral research advance, the domestic research rarely, and most of them involves a few specific area
3、s.Keywords: Online stickiness, customer loyal, TAM 1 INTRODUCTIONWith the penetration of Internet technologies, Internet has been a part of many individuals social lives.According to 27th statistical reports of CNNIC，By December of 2010 , the number of Chinas netizensto has arrived 4.57 billion, inc
4、reasing 7330 million by the end of 2009, Internet penetration rate climbed to 34.3%, relatively 2009 improve 5.4%, And Internet consumption behavior is increasingly becoming the academic research hotspot.Online stickiness behavior has direct impact on network consumption patterns and internet develo
5、pment pattern, So this paper mainly collected about online stickiness behavior of related literatures, thus summarizes the current research Online stickiness behavior.2 DEFINITION OF THE ONLINE STICKINESSIn economics, the stickiness including price stickiness, wages stickiness etc., usually refers t
6、o commodity prices that the difficulty of changes. In the network economics, the network stickiness is a new term, which combines the network characteristics with visitors behavior.According to different emphasis from web with visitors，there are two two angles to understand stickness meaning in the
7、existing research.2.1 Stickiness is ability of websiteSuch as BoddoeStephens Yahoo(1999)、Davenport，T(2000)、Bush，E(1999)、Sheri Rosen(2001)and Judy ChuanChuan Lin(2007) ect,from the perspective of sticky website or company , they point out that stickiness is the ability of websites to draw and retain
8、customers. Haiping Wang(2009) also agree it is based on the visitors to site cognition and emotion, in the face of conversion pressure or other factors affecting without changing the habits, continuous visit and use its preference site of attribute. according to customer obtaining and retain the beh
9、avior characteristics and continuous time length，she divided the network stickiness into short-term sticky and long-term stickiness.2.2 Stickiness is usually described as the users dependence or loyalty on the websiteDahui Li(2006) defined stickiness from users view, considered stickiness is repetit
10、ive visits and use of a preferred website because of a deeply held commitment to reuse the website consistently in the future, despite situational influences and marketing efforts that have the potential to cause switching behavior.According to the definitions mentioned above, two aspects appear to
11、be the most important: the duration and frequency of a users visit.2.3The behavior of internet stickinessLin defined stickiness as users willingness to return to and prolong his/her duration of stay on the website. Based on relevant literature , through scientific statistics of customer loyalty in d
12、ifferent definitions of content and frequency ,Niwei Li (2006) found that repeat purchase, from others, recommended trust relationship and emotional preference appear frequency is the highest . From understanding to angle of visitors, The meaning of stickiness smiliar to customer loyalty. And in a l
13、ong time, customer loyalty refer to he/she to target objects retain some degree of support and preferences, repeat purchase behavior,so two concepts consist in behavior.3 THE MEASUREMENT OF ONLINE STICKINESS BEHAVIORIn current there is no unified scale of measurment of visitor stickiness behavior .K
14、im Guenther (2004) pointed out that stickinesse is a user flowers on the web site of the average time and visit the website frequency. This is a most usual measure scale ofinternet stickiness behavior. At the same time,he noted that stickiness refers to the visitor experience about everything in int
15、ernet, so can use their click stream data to measure stickiness.Nemzow (1999) pointed out repeat purchase can describe loyal customers in the business .Mohamed Khalifa etc (2002) use repeat purchase quantity measurement online consumer stickiness substitute duration and frequency.4.INFLUENCING FACTO
16、RS OF THE ONLINE STICKINESS BEHAVIORFor definition of the network stickiness is given from two angles-the web site and users, study the factor of the internet stickiness behavior is also from these two aspects:4.1 View from the web siteValczuch etc (2001) summed up the drivers of stickiness, divided them into six types, type of content, dimension of content, sources of information, auxiliary drives and sticky needs. The stick
