会议论文修改稿

会议论文修改稿QunWang1XiaohuaOu2JunXue3Abstract: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.2DEFINITION OFTHEONLINESTICKINESSIneconomics,thestickinessincludingpricestickiness,wagesstickinessetc.,usuallyreferstocommoditypricesthatthedifficulty ofchanges.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,consideredstickinessisrepetitivevisitsanduseofapreferredwebsitebecauseofadeeplheldcommitmenttoreusethewebsiteconsistentlyinthefuture,despitesituationalinfluencesandmarketingeffortsthathavethepotentialtocauseswitchingbehavior.Accordingtothedefinitionsmentionedabove,twoaspectsappeartobethemostimportant:thedurationandfrequencyofauser’svisit.2.3ThebehaviorofinternetstickinessLindefinedstickinessasuser’swillingnesstoreturntoandprolonghis/herdurationofstayonthewebsite.Basedonrelevantliterature,throughscientificstatisticsofcustomerloyaltyindifferentdefinitionsofcontentandfrequency,NiweiLi(2006)foundthat"repeatpurchase","fromothers,"recommended"trustrelationship"and"emotionalpreference"appearfrequencyisthehighest.Fromunderstandingtoangleofvisitors,Themeaningofstickinesssmiliartocustomerloyalty.Andinalongtime,customerloyaltyrefertohe/shetotargetobjectsretainsomedegreeofsupportandpreferences,repeatpurchasebehavior,sotwoconceptsconsistinbehavior.3THEMEASUREMENT OFONLINE STICKINESSBEHAVIORIncurrentthereisnounifiedscaleofmeasurmentofvisitorstickinessbehavior.KimGuenther(2004)pointedoutthat"stickinesse"isauserflowersonthewebsiteoftheaveragetimeandvisitthewebsitefrequency.Thisisamostusualmeasurescaleofinternetstickinessbehavior.Atthesametime,henotedthatstickinessreferstothevisitorexperienceabouteverythingininternet,socanusetheirclickstreamdatatomeasurestickiness.Nemzow(1999)pointedoutrepeatpurchasecandescribeloyalcustomersinthebusiness.MohamedKhalifaetc(2002)userepeatpurchasequantitymeasurementonlineconsumerstickinesssubstitutedurationandfrequency.4.INFLUENCINGFACTORSOFTHEONLINESTICKINESSBEHAVIORFordefinitionofthenetworkstickinessisgivenfromtwoangles--thewebsiteandusers,studythefactoroftheinternetstickinessbehaviorisalsofromthesetwoaspects:4.1ViewfromthewebsiteValczuchetc(2001)summedupthedriversof stickiness,dividedthemintosixtypes,typeofcontent,dimensionofcontent,sourcesofinformation,auxiliarydrivesandstickyneeds.The stickinesshereisstressedtheextensionofstay.4.1.1Typeofwebsitecontent4.1.2DimensionofwebsitecontentDimensionofcontentisthedepth,breadthandfrequencyofupdatesofthecontent.Thedepthofthecontentisrelatedtothestickinessofthesite.Greatertheintensityofthefeaturecontent’sverticalintegration,morestickythewebsiteforusers(Hageleta1．，1997).Onewaytocreatestickinessistoprovidedetailedinformation,thescopeofavailableresourcesmorewidely,contentmoredetailed,moreinformedtheuserstotheinformation,thesitewillbecomemoresticky.Thewidthofthecontenthaspositiveeffectsonthestickiness(Davenport，2000).Greaterrangeofservicesavailableonline,longertheusersclingtothesite.Fortheyhavemorechoicestostaylonger;thefrequencyofupdateenhancesusers’frequencyandduration.Ifupdatebecomesfrequency,theusermustvisitmoreoftentokeepinformed.4.1.3StickinesssourcesofinformationStickinesssourcesofinformationincludethecreativecontentfrommembers,celebritiesandexperts.Hagel＆Armatrong(1997)pointedthatthemember-originalcontentisthemoststick.Itistheinformationconsumerspublishedinthebulletinboard,guestregisterorchatroom.Thecontentismoststickybecausethecommunitymembersconsidertheseinformationareveryreliable.4.1.4StickyauxiliarydrivingfactorsTheauxiliarydrivingfactorsarethedrivershelptoincreasethestickinessofthesitebutindirectlylinkwiththecontentitself.Suchasprivacy,incentiveplans,onlinespecialevents,brandloyalty,personalization,reminderandnavigation,etc.WhichBrenner(1998)verifiedthatrespecttheprivacyoftheusershasapositiveeffectonthestickiness.Hagel&Armstrong(1997)testedthatthesiteshouldorganizespecialonlineevents,thepurposeoforganizationeventsistomakepeoplecurious,sothattheywillconstantlyreturntoseeifthereareneweventonthestaged.Luedia(1998)agreedthatthePersonalitywebsitewillattractmorepeopletoclingtositelonger,sothewebsiteshouldadjustthecontenttofittheneedsofindividualusers.Incomputer-mediatedenvironment,peoplecanachieveastateofmind,inthispsychologicalstate,theyexperiencethecontroloftheiractivities,fully awareoftheseinteractions,astheentertainmentexperience,Hoffman&Novaknamedthispsychologicalstate"flow''(filled),whenpeopleexperiencefilled,theindependentthinkingisfiltered,theywill dedicatedtotheinteractionwiththesystem,resultinginlostthesenseofthepassageoftime,thentheaccesstimeisextended.4.1.5CommondrivingfactorsCommondriversIncludethevirtualidentity,socialcontrol,offlineevents,motivation,friendlyattitudeofthevisitor,etc.4.1.6ThedemandofstickinessBasedonthemediasystemdependencytheory,thetheorythinksthatthereisinterdependencebetweentheindividualandthemediachannels.Peoplerelyonmediachannelstomeetcertainbasicneeds.Forthisinterdependenceexistsisthatthemediacontrolmostoftheinformationsources(DeFleurandBall-Rokeach，1989).Ifasitecanmeetthebasicneedsoftheindividual,thenforhimthewebsitebecomestickier.4.2ViewfromthecustomerForthearticlestudiedtheviscousfromtheperspectiveifconsumersorusersaresolittle,sothediscussionofthefactorsinfluentthe stickinessislimited,mainlyinthefollowing factors:4.2.1SitefeaturesJudyChuan-chuanLin(2007)SelectwhichtheRayport&Sviokla(1994)proposed,thesitecontent,contextandinfrastructure,thesethreevariablesthatreflectthevalueofsitetostudytheroleofadherenceintentions.InthestudyofBansaletc(2004),comparedtointerprettheonlineswitchingbehavior,theviscousbehaviorisseemedastheactualretention.Websitefeaturesnotonlydirectlyaffectthestickiness,butalsoindirectlyaffectthestickinessthroughtheoverallsitesatisfaction.Inadditiontositefeatures,suchascompanysize,reputationofyoursitearealsoimportantattributefactors,notyetdiscussedinthestudyofviscous.4.2.2PositiveattitudetowardthesiteInadditiontoperceiveofthequalityofwebcontent,JudyChuan-chuanLin(2007)alsoshowedthattheattitudeofconsumerstothesiteandthetrusttothesitearetheprerequisiteforadhesionsites.Inthesethreefactors,thepositiveattitudetowardthesiteisthemostimportantfactorthataffecttheviscous,andtheattitudearealsodirectlyaffectthetrusttothesite.4.2.3OverallsatisfactionIntheresearchofMohamedKhalifa(2002)etc,thatattributedthefactorsaffecttheconsumerstickiness(tomeasurere-purchase)toavariable–theoverallsatisfaction.Andonlineshoppinghabitsareasthefactorbetweensatisfactionand stickinesstotest.Overallsatisfactionisthefunctionofproductsatisfaction,salesprocesssatisfactionandaftersalessatisfaction.InHarvieS.Bansal(2004)studyalsopointedthatthesatisfactionwiththeoverallsiteasamarketingresults-andthefactorofre-purchase.4.2.4CommitmentandtrustCommitmentandtrustarethecoreelementsofrelationshipmarketing,istheindicatortostudyfromthepointofviewoftherelationshipthequalityofrelationshipbetweenthesiteanditsusers.JudyChuan-chuanLin(2007)provedthatconsumerstrustthesiteisaprerequisiteforsiteadhesion.ButDahuiLietc(2006)adoptedthepointofrelationshiptoprovetherolebetweencommitmentandtrust,makethattheuseradheretoaWebsitethroughtheprocessofestablishment,theadhesionsitesreflecttherelationshipbetweenthesustainedsitesandtheusers.4.2.5CharacteristicsofdemographicInDahuiLietc(2006) stickinessstudyrevealsthecomplexityofdemographiccharacteristicsontheviscousIntentions.First,womenaremorelikelytoexpressintentionsstickiness,thisareconsistentwiththehypothesisofwomenaremoretoshowrelationship(Cross,S.E.&Madson,L.,1997).Second,themoretheageandyearsofexperiencewiththecomputer,themorelikelytheuserdoesnotcontinuetousethecurrentsite.Finally,therearepositiverelationbetweenmoreexperienceusersandtheexperienceand stickinessofthesitebeingevaluated.OnlywhenMohamedKhalifaetc(2002)pointthefuturedirectionoftheresearchcallsforaninvestigationofothertypesofproductsorindustries,themergerofindividualcharacteristicstoexplainthepossibilityofcustomer stickiness.5.THETHEORETICAL MODEL OFONLINE STICKINESSOFEMPIRICAL ANALYSISNowinternetstickinessempiricalresearchhasnotbeenformedunifiedtheorymodel.Mostresearchersimprovedmodelaccordingtotheirresearchdirectionortheirfield,andthenselectaspecificsitetypeforempiricalresearch.Basedoncollectionincurrentrelateddocuments,wefoundthatThisresearchinthefieldofroughlybasedonthefollowingfourtheoreticalmodel.TheyareOliver(1980)proposedexpectationsconfirmtheory(ECT);Davis(1989)proposedtechnologyacceptancemodel(TAM);Rogers(1995)proposedinnovationdiffusiontheory(DOI)andMorgan&Hunt(1proposedcommitment-trusttheory.Recentresearcherbyempiricalstudyisbasedthesetheoriessyntheticallymodeling.5.1ResearchbasedonECTtheoryBhattacherjee(2001)wasthefirstwhousetheECTtheoryintointernetstickinessempiricalanalysis.InordertomakeECTtheorymoresuitablefornetworkenvironment,AftermodificationofECTmodels,BhattacherjeeobtainedtheExpectationsConfirmationModel(Asshowninfigure1).ThroughtorandomlyselectedcitibankonlineusercarriedonthequestionPerceivedUsefulnessSatisfactionnairesurveytocollectdata,BhattacherjeethenusedstructureContinuanceequationIntentionmodeltoverifytheresearchhypotheses,theconclusionofthesupportofallConfirmationthehypothesis.Bhattacherjee’sresearchaffirmedofeffectivenessandapplicabilityofECMmodel,andsubsequentmanystudiesbasedonthebasisofthemodel.PerceivedPlayfulnessfigure1:ECMmodel5.2ResearchbasedonTAMtheoryTAM,technologyacceptancemodel,isputforwardbyDavisin1989.ThestructureofTAMmodelissimple,asshownbelow,andalargenumberofempiricalstudieshaveconfirmeditsvalue.BecausethattheTAMmodeldescribestheinitialadoptionofinformationsystembehavior,andviscousbehavioroccurredaftertheinitialadoption,somanyscholarsextendtheTAMmodel,inordertostudytheviscousbehavior.Gefen(2003)usingtheTAMmodeltostudytheexperienceduser,introducedtheviscousbehaviorintentionandusedvariablestoverifywhetherthehabitsaccumulatedwithexperienceaffecttheuser'sintentionofviscousbehaviorornot.朗读显示对应的拉丁字符的拼音Chanandotherscholars(2004)verifiedtheadherencefactorsofuseradoptionandonlinebankinginHongKong,introducedSubjectiveNorm,Image,ResultDemonstrability,andPerceivedRisktothismodelasthevariablesofperceivedusefulness,andcomputerself-efficacyasthevariableofperceivedeaseofuser.WhenstudiedtheactbasedonstickyweblearningtechnologyofcollegestudentsofBalticStatesEstoniaofthe,Ifinedo(2006)joinedtheviscosityintentionintheTAMmodelasthedependentvariable,whilethetechnologycharacteristics,includingeaseoffindingandeaseofunderstanding,andusercharacteristics,includingself-efficacyandcomputeranxiety,asexogenousvariables.Theconclusionofpathanalysisshowedthat,technicalcharacteristicsandusercharacteristicshadapositiveimpactonperceivedusefulnessandeaseofuse,perceivedeaseofusesignificantlyaffectedtheperceivedusefulness,onlyperceivedeaseofuseaffectedtheuseofthesystem,butperceivedusefulnessandsystemusingbothhadthepositiveimpactonthestickyintention.NaidooandLeonard(2007)incorporatedservicequalityvariableandloyaltyincentivesvariableintheimprovedTAMmodel,constructedanE-Serviceviscousmodel,assumingthattheservicequalityandloyaltyincentiveshavesignificanteffectsonviscosityintentionasperceivedusefulness.Aftertheresearchhypotheseswereverified,theyfoundthattheservicequality,loyaltyincentivesandperceivedusefulnessweresignificantlyaffectedviscosityintentions,andperceivedusefulnesswastheadjustmentvariablebetweenservicequalityandviscosityintention.KimandMalhotra(2005)hadalongitudinalstudybasedontheTAmodel,constructedatwo-stagemodeltoexplaintheuserperceptionandevaluationofthenetworkhowtoevolvewiththeaccumulationofnetworkusingexperience.Ateverystageofconstructingthismodel,fourvariables:systemuse,perceivedusefulness,perceivedeaseofuseanduseintentionwereincluded.Theresultsshowedthattheperceivedeaseofusesignificantlyaffectedthetheperceivedusefulnessandintentionuseateachstage;systemuse,perceivedeaseofuseandperceivedusefulnessinfirststagehadsignificanteffectsonthesamecorrespondingvariablesinsecondstage;excepttheperceivedusefulnessvariableinthefirststage,othervariablesweresignificantlyaffectedtheuseintentioninthesamestage.5.3ResearchbasedontheDOItheoryDiffusionofinnovationtheoryisputforwardbyRogersin1995,harepeatedlybeenusedinthenetworkstickyresearcharea.Forusers,theinnovationisanewthinking,newpracticesornewthings(EverettM.Rogers,1995),whenDOItheorywasappliedinthefieldofinformationsystems,thespecificinformationsystemwasconsideredinnovation.Innovativedecision-makingprocessincludesfivestages,namelytheknowledgestage,persuasionstage,decisionstage,implementationstageandconfirmationstage.Inpersuasionstage,fivecharacteristicsofinnovationwill affectusers’perceptionofinnovativeOnlinestickinessordeny,whichare:relativeadvantage,compatibility,complexity,trialability andobservability.Backin1998,Parthasarathy&BhattacherjeeputDOIasatheoreticalframeworktostudytheusers’Onlinestickinessbehaviortoonlineservice,distinguishedpotentialstickyandpotentialofnon-stickybypersonalcharacteristicsandperceptualbelief.Bymultiplediscriminateanalysis,thestickywhoperceivedusefulnessandcompatibilitywerestrongerthannon-sticky;inaddition,theexternalinfluence,interpersonalinfluence,utilizationandnetworkexternalitywhichthestickyperceivedwerealsostrongerthannon-sticky.5.4Commitment-trusttheoryDauhuiLi(2002)integratedthetheoryofTheInvestmentModel”“Commitment-Trusttheory”and“MultidimensionalCommitment,thensetupthemodelasbellow:DahuiLidemonstratesthecommitmentandtrusthypothesisbythenetcontinuoususerelationshiptheory,statedthatuserswouldshowstickinesstoawebthroughestablishingarelationshipwiththewebsite.Sostickinessreflectstherelationshipbetweencontinuouswebuseandtheusers.Fromthecustomers'perspective,byreferringtothesocialpsychologytheoryandrelationshipsalestheory,hesetupawebsitestickinessmodulewhichconsiderstherelationshipbetweenuserandwebsites,commitmentnormative useintentioninvestmentSizeandtrustascriticalintervariables,thendemonstratedtheobviousconnecticommunicatitrustonofcontinuousqualityuseintentioncommitmentandtrust.ButDahuiLi(2007)isticknessnanotherarticle,testedthedifferentiationsontherelationorientationbetweenstayersopportunisticandswichersbyuseingtherelationshiptheory.behaviorfigure3:AConceptualmodelofstickinessbasedoncommitment-trusttheory（note:meansdirectpositiverelation；meansdirectnegativerelationship；meansindirectpositiverelationship）5.5Theothercomprehensivetheory5.5.1TheintegrationofTAM,TRA,TPBandcommitment–trusttheoryBasedonthemainPerceivedusenessfactorsofreasoningactiontheory(TRA),HaipingWang（2009）builtconceptmodelreferencetechnologyacceptancemodel(TAM).AccordingtoTRAPerceivedeaseinfluencetheattitudtheory,faithattitudedirectlye,andattitudeinfluenceonpurchaseintention.Fromonlineconsumer'spoiPerceivedriskntofview,basedonthecognition,herresearchcombinedtheemotionalfaInitialtrustattitudeShort-termstickinessctorsandconstructeda""asthemainpathofshort-termviscosityforminintentiongmodel.flowsOverallsatisfactionPerceivedinformationqualityefigure4:AConceptualmodelofshort-termstickinessofWangHaipicommitmentPerceivedinformationng’sresearchPerceivedquality&ContinuoustrustLong-termstickinessPracticaltransactionssystemqualityePerceivedinformationqualityintentionWang’sresearchformedntmodelandsoontherelatedtheory,Haipingalong-termstickinessconceptualmodel.PerceivedflowsreputationPerceived reputationfigure5:AConceptualmodeloflong-termstickinessofWangHaiping’sresearch5.5.2TheintegrationofECT,TRA&TPB theoryBasedontheTriandismodelandintegratedoftheoryECT,TRAandTPBtheory,Hong&Lee(2005)constructedstickinessmodelincludinghabits,PerceivedSwitchingcost,DualstandardsofQuality),satisfactionandBehavioralAttitudevariables,andDualstandardsofQualityincludedesire-congruency&expectation-congruency.5.5.3TheintegrationofInteractiontheory&CulturalLensModelBasedonInteractionTheoryandCulturalLensModel,Lee(2007)proposedanewmodelthatstudytheroleoftheculturalfactorsinmobilenetworkservicestickiness.Theresearchhypothesessatisfactiondirectlyaffectsstickinessintention,fourkindsofnetworkstickinesspost-adoptionperceptionthatisperceptionusefulness,perceptionofinterest,perceivedeaseofuseandperceivedmonetaryvalue.Thesefourkindofnetworkstickinesspost-adoptionperceptiondirectlyinfluencethesatisfaction,andrespectivelybyfourculturalfactorsthatisuncertaintyavoidance,individualism,contextandtimeperception.Throughlarge-scalewebsurveyrespectivelyKorea,HongKongandTaiwanseveralbigMobilenetworkservicescompanies’users,this