Abstract: This paper built a random utility brand choice model to describe the state dependence of online consumers. Then the model was applied to analyze actual online consumer panel data. The results show that online consumers have very strong state dependence effect. This state dependence can be taken as brand loyalty and size loyalty. So online etailer should exert as much as possible the flexibility of online channels, using a variety of opportunities for consumers to access products, attracting consumers to make repeat purchase.