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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 studied 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 areas.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, increasing 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 development 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 to 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 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 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 behavior 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 repetitive 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 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 different 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 long 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 .Kim 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 internet, 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 FACTORS 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 stickiness here is stressed the extension of stay.4.1.1 Type of website contentThe content can increase the stickiness of the website including the four types: e-mail, personal information storage, entertainment & community and business services. In which the e-mail calls high switching costs, so once people choose a mail account on a site, they will not be easily converted in practice. Personal information storage-Storage space for things such as scheduling, address etc also have impacts on the stickiness. Information is the most important factor of why people often return or cling to longer on a web site. Entertainment such as games on the site will Extended visiter linger time. Virtual community such as Billboard, the guest list, chat rooms and other sites will also increase the stickiness. Commercial services, such as supply the business virtual community members with the online shopping, etc. 4.1.2 Dimension of website contentDimension of content is the depth, breadth and frequency of updates of the content.The depth of the content is related to the stickiness of the site. Greater the intensity of the feature contents vertical integration, more sticky the website for users(Hagelet a1，1997). One way to create stickiness is to provide detailed information, the scope of available resources more widely, content more detailed, more informed the users to the information, the site will become more sticky. The width of the content has positive effects on the stickiness(Davenport，2000). Greater range of services available online, longer the users cling to the site. For they have more choices to stay longer; the frequency of update enhances users frequency and duration. If update becomes frequency, the user must visit more often to keep informed.4.1.3 Stickiness sources of information Stickiness sources of information include the creative content from members, celebrities and experts. HagelArmatrong(1997)pointed that the member- original content is the most stick. It is the information consumers published in the bulletin board, guest register or chat room. The content is most sticky because the community members consider these information are very reliable.4.1.4 Sticky auxiliary driving factors The auxiliary driving factors are the drivers help to increase the stickiness of the site but indirectly link with the content itself. Such as privacy, incentive plans, online special events, brand loyalty, personalization, reminder and navigation, etc. Which Brenner (1998) verified that respect the privacy of the users has a positive effect on the stickiness. Hagel & Armstrong (1997) tested that the site should organize special online events, the purpose of organization events is to make people curious, so that they will constantly return to see if there are new event on the staged. Luedia (1998)agreed that the Personality website will attract more people to cling to site longer, so the website should adjust the content to fit the needs of individual users. In computer-mediated environment, people can achieve a state of mind, in this psychological state, they experience the control of their activities, fully aware of these interactions, as the entertainment experience, Hoffman & Novak named this psychological state flow(filled), when people experience filled, the independent thinking is filtered, they will dedicated to the interaction with the system, resulting in lost the sense of the passage of time, then the access time is extended.4.1.5 Common driving factors Common drivers Include the virtual identity, social control, offline events, motivation, friendly attitude of the visitor, etc.4.1.6 The demand of stickiness Based on the media system dependency theory, the theory thinks that there is interdependence between the individual and the media channels. People rely on media channels to meet certain basic needs. For this interdependence exists is that the media control most of the information sources (DeFleur and Ball-Rokeach，1989). If a site can meet the basic needs of the individual, then for him the web site become stickier.4.2 View from the customer For the article studied the viscous from the perspective if consumers or users are so little, so the discussion of the factors influent the stickiness is limited, mainly in the following factors:4.2.1Site featuresJudy Chuan-chuan Lin (2007) Select which the Rayport & Sviokla (1994) proposed, the site content, context and infrastructure, these three variables that reflect the value of site to study the role of adherence intentions. In the study of Bansal etc (2004), compared to interpret the online switching behavior, the viscous behavior is seemed as the actual retention. Web site features not only directly affect the stickiness, but also indirectly affect the stickiness through the overall site satisfaction. In addition to site features, such as company size, reputation of your site are also important attribute factors, not yet discussed in the study of viscous.4.2.2 Positive attitude toward the siteIn addition to perceive of the quality of web content, Judy Chuan-chuan Lin (2007) also showed that the attitude of consumers to the site and the trust to the site are the prerequisite for adhesion sites. In these three factors, the positive attitude toward the site is the most important factor that affect the viscous, and the attitude are also directly affect the trust to the site.4.2.3 Overall satisfactionIn the research of Mohamed Khalifa(2002) etc, that attributed the factors affect the consumer stickiness (to measure re-purchase) to a variable the overall satisfaction. And online shopping habits are as the factor between satisfaction and stickiness to test. Overall satisfaction is the function of product satisfaction, sales process satisfaction and after sales satisfaction. In Harvie S. Bansal (2004) study also pointed that the satisfaction with the overall site as a marketing results - and the factor of re-purchase.4.2.4 Commitment and trustCommitment and trust are the core elements of relationship marketing, is the indicator to study from the point of view of the relationship the quality of relationship between the site and its users. Judy Chuan-chuan Lin (2007) proved that consumers trust the site is a prerequisite for site adhesion. But Dahui Li etc (2006) adopted the point of relationship to prove the role between commitment and trust, make that the user adhere to a Web site through the process of establishment, the adhesion sites reflects the relationship between the sustained sites and the users.4.2.5Characteristics of demographicIn Dahui Li etc (2006) stickiness study reveals the complexity of demographic characteristics on the viscous Intentions. First, women are more likely to express intentions stickiness, this are consistent with the hypothesis of women are more to show relationship (Cross, S.E. & Madson, L., 1997). Second, the more the age and years of experience with the computer, the more likely the user does not continue to use the current site. Finally, there are positive relation between more experience users and the experience and stickiness of the site being evaluated. Only when Mohamed Khalifa etc (2002) point the future direction of the research calls for an investigation of other types of products or industries, the merger of individual characteristics to explain the possibility of customer stickiness.5.THE THEORETICAL MODEL OF ONLINE STICKINESS OF EMPIRICAL ANALYSIS Now internet stickiness empirical research has not been formed unified theory model.Most researchers improved model according to their research direction or their field ,and then select a specific site type for empirical research. Based on collection in current related documents,we found that This research in the field of roughly based on the following four theoretical model.They are Oliver (1980) proposed expectations confirm theory (ECT); Davis (1989) proposed technology acceptance model (TAM); Rogers (1995) proposed innovation diffusion theory (DOI) and Morgan&Hunt (1994) proposed commitment - trust theory. Recent researcher by empirical study is based these theories synthetically modeling.5.1 Research based on ECT theoryBhattacherjee (2001)was the first who use the ECT theory into internet stickiness empirical analysis. In order to make ECT theory more suitable for network environment, After modification of ECT models , Bhattacherjee obtained the Expectations Confirmation Model(As shown in figure 1).Through to randomly selected citibank online user carried on the questionnaire survey to collect data, Bhattacherjee then used structure equation model to verify the research hypotheses, the conclusion of the support of all the hypothesis. Bhattacherjees research affirmed of effectiveness and applicability of ECM model, and subsequent many studies based on the basis of the model.SatisfactionConfirmationPerceived UsefulnessContinuance IntentionPerceivedPlayfulnessfigure 1: ECM model5.2 Research based on TAM theoryTAM, technology acceptance model, is put forward by Davis in 1989. The structure of TAM model is simple, as shown below, and a large number of empirical studies have confirmed its value. Because that the TAM model describes the initial adoption of information system behavior, and viscous behavior occurred after the initial adoption, so many scholars extend the TAM model, in order to study the viscous behavior.Gefen (2003) using the TAM model to study the experienced user, introduced the viscous behavior intention and used variables to verify whether the habits accumulated with experience affect the users intention of viscous behavior or not.朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容Chan and other scholars (2004) verified the adherence factors of user adoption and online banking in Hong Kong, introduced Subjective Norm, Image, Result Demonstrability, and Perceived Risk to this model as the variables of perceived usefulness, and computer self-efficacy as the variable of perceived ease of user.When studied the act based on sticky web learning technology of college students of Baltic States Estonia of the, Ifinedo (2006) joined the viscosity intention in the TAM model as the dependent variable, while the technology characteristics, including ease of finding and ease of understanding, and user characteristics, including self-efficacy and computer anxiety ,as exogenous variables.The conclusion of path analysis showed that, technical characteristics and user characteristics had a positive impact on perceived usefulness and ease of use, perceived ease of use significantly affected the perceived usefulness, only perceived ease of use affected the use of the system, but perceived usefulness and system using both had the positive impact on the sticky intention.Naidoo and Leonard (2007) incorporated service quality variable and loyalty incentives variable in the improved TAM model, constructed an E-Service viscous model, assuming that the service quality and loyalty incentives have significant effects on viscosity intention as perceived usefulness. After the research hypotheses were verified, they found that the service quality, loyalty incentives and perceived usefulness were significantly affected viscosity intentions, and perceived usefulness was the adjustment variable between service quality and viscosity intention.Kim and Malhotra (2005) had a longitudinal study based on the TAM model, constructed a two-stage model to explain the user perception and evaluation of the network how to evolve with the accumulation of network using experience. At every stage of constructing this model, four variables: system use, perceived usefulness, perceived ease of use and use intention were included. The results showed that the perceived ease of use significantly affected the the perceived usefulness and intention use at each stage; system use, perceived ease of use and perceived usefulness in first stage had significant effects on the same corresponding variables in second stage; except the perceived usefulness variable in the first stage, other variables were significantly affected the use intention in the same stage.5.3 Research based on the DOI theory Diffusion of innovation theory is put forward by Rogers in 1995, had repeatedly been used in the network sticky research area. For users, the innovation is a new thinking, new practices or new things (Everett M. Rogers, 1995), when DOI theory was applied in the field of information systems, the specific information system was considered innovation. Innovative decision-making process includes five stages, namely the knowledge stage, persuasion stage, decision stage, implementation stage and confirmation stage. In persuasion stage, five characteristics of innovation will affect users perception of innovative Online stickiness or deny,