Online Consumer Stickiness: A Systematic Review

Despite the growing interest of researchers and practitioners in figuring out why users stick to some websites and not others, the resulting scholarly work is still divergent, partial, and fragmented. Online stickiness plays a vertical role in consumer decision-making, so this research domain is still developing, and a comprehensive and critical overview of existing research on this topic is sorely needed. This paper seeks to establish a scientific foundation for future research on the subject matter by conducting a thorough evaluation of the literature on online consumer stickiness via publications in peer-reviewed academic journals in various domains. A systematic analysis of 53 articles from 32 journals listed in the Association of Business Schools (ABS) or Australian Business Deans Council (ABDC) reveals a lack of consistent conceptual consistency and a conflict between stickiness’s antecedents and consequences in the online context.