Abstract-Customer loyalty is a key determinant of B2C e-commerce survival, competitive advantage, and the long-term success. Loyalty can be divided into 2 types: attitudes loyalty, represented by customer purchase intention and customer's positive word of mouth, and behavioral loyalty, represented by customer repurchase intention. Based on literature review, it was found that customer loyalty antecedents included website quality, customer trust, perceived value of customer, and customer satisfaction. The purpose of this paper is to build a proposed model based on DeLone & McLean e-commerce success model and adding related factor between website quality and customer loyalty, which consists of internet shopping value, customer trust, and customer satisfaction. This proposed model provides more understanding of the factors that influence customer loyalty in B2C e-commerce. It also presents hypotheses and develops a structural equation model for further empirical studies.Index Terms-B2C e-commerce, e-commerce success model, website quality, customer loyalty.

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