In this study we propose that the value provided by an online shopping site will impact the loyalty of online shoppers. However, we also suggest that the utilitarian value provided by the site will have a higher impact on the consumers’ repetitive shopping at the site when compared with the hedonic and social values. However, once the utilitarian value is provided at a satisfactory level both hedonic and social values provided by the shopping site will have a higher impact on consumer loyalty. We test this model with actual online shoppers and found overall support for the model. These findings have useful implications for sellers in designing and upgrading their shopping websites.