Abstract: Based on Oliver’s loyalty theory, this study builds a model to explain the mechanism of perceived web site interactivity effects on e-loyalty. The results indicate that three dimensions of interactivity (Two-way communication, Control, and Synchronicity) all have significant positive effects on e-loyalty, and satisfaction has partially mediating effect on the relationship between interactivity and e-loyalty. We also find the type of consumer shopping behavior has significant moderating effect on the relationship between perceived control and satisfaction, and consumers’ e-shopping experience moderates the relationship between satisfaction and e-loyalty. This paper contributes to new theoretical basis in explaining the inner mechanism of interactivity effect on e-loyalty, and to offer decision basis of website design and internet marketing for e-tailors.