In many markets, Consumers will have utility discount by consuming the same product on consecutive purchase occasions, or they like to seek the alternative brands that offer some other attributes, therefore they are characterized by variety-seeking, and will incur staying costs from repeatedly purchasing the same brand.

Effect of sunk cost on the entering of potential firms;

The concept of sunk cost of general overhaul of equipment is differentiated and analyzed in this paper.

Regarding the issue of "sunk cost" and "import price" encountered by private enterprises when entering railway sector, this paper raises the counter measurements such as referring to foreign experiences, reforming railway management system and line chargi.

The results indicated that: ①Entrepreneurs sunk costs effect and projection completion effect were shown significant while the interaction effect was also significant;② Under low completion condition,entrepreneurs commitment was significantly higher than managers.

This issue is from the fundamental meaning of streaming media and the technology principle, as well as the file and Qos problem, talking about the sunken cost of streaming media technology applying in the long-range education.