Because customer loyalty is important for customer retention and profitability, factors affecting loyalty in electronic commerce have been investigated. Based on IS and marketing literature, this paper proposes a model of customer loyalty in online shopping. Service quality and computing satisfaction are the two antecedents of loyalty. Data were collected by a survey of 422 online shoppers. Results indicate that both online service quality and computing satisfaction have significant impacts on customers' attitudes toward online shopping, which in turn affect their behavioral intentions in terms of continued usage and recommendation to others. Service quality also affects attitude indirectly through its impact on computing satisfaction. Based on the findings, the implications for research and practice are discussed. Limitations and future research directions are presented.