Abstract: Delight and satisfaction are regarded as two important determinants of consumer loyalty. In the context of severe competition， great uncertainty and high risk， the predictive power of satisfaction and delight on customer loyalty was investigated， and the moderating role of online shopping experience was tested. It was found that delight and satisfaction work together to explain behavioral and attitudinal loyalty. Delight has a bigger impact on behavioral loyalty， and satisfaction exerts a bigger impact on attitudinal loyalty. Additionally， online shopping experience moderates the relationship among satisfaction， delight and loyalty. The findings can provide implications to improving customer loyalty by distributing limited resources.

Key words: customer delight, customer satisfaction, behavioral loyalty, attitudinal loyalty, online shopping experience