【正文】 t many studies based on the basis of the model.SatisfactionConfirmationPerceived UsefulnessContinuance IntentionPerceivedPlayfulnessfigure 1: ECM model 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 user39。 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), pared 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 pany size, reputation of your site are also important attribute factors, not yet discussed in the study of viscous. Positive attitude toward the siteIn addition to perceive of the quality of web content, Judy Chuanchuan 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. Overall satisfactionIn the research of Mohamed Khalifa(2002) etc, that attributed the factors affect the consumer stickiness (to measure repurchase) 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 repurchase. 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 Chuanchuan 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 mitment 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. of demographicIn Dahui Li etc (2006) stickiness study reveals the plexity 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, . amp。 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 putermediated 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 amp。an University of Post and Telemunications, Xi’an,710061,ChinaAbstract: Through collecting about online stickiness behavior of related literatures, this paper mainly studied four aspects , 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 to 27th statistical reports of CNNIC，By December of 2010 , the number of China39。 Management, Xi39。 the frequency of update enhances users’ frequency and duration. If update bees frequency, the user must visit more often to keep informed. Stickiness sources of information Stickiness sources of information include the creative content from members, celebrities and experts.