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Although screen-golf ranks among the fastest-growing leisure and recreation trends in Korea over the past several decades, a clear explication about the formation of screen-golf participants' loyalty remains lacking. Filling this gap, the present study attempted to provide an understating of the attitudinal and behavioral loyalty-development processes of screen-golfers by employing Oliver's (1997) four-stage loyalty theory. Results from the confirmatory factor analysis verified adequateness in the measurement model. Findings from the structural equation modeling indicated that cognitive image induced affect, conative intention, and behavioral loyalty; affect was a significant direct predictor of conative intention and behavioral loyalty; behavioral loyalty was a function of conative intention; and affect and conative intention worked as mediators in the proposed theoretical framework. The results of the present study will help owners and managers of screen-golf cafés create efficient management/marketing strategies to improve their customers' attitudinal and behavioral loyalty aspects.