This article aims to investigate how regulatory fit can improve e‐satisfaction and e‐loyalty and strengthen the links between e‐satisfaction and both its antecedents (two technology acceptance model factors and the perceived quality of e‐shopping) and consequence (e‐loyalty). The research model and hypotheses are constructed through a literature review. An empirical study is performed to test the proposed research model, using survey research. The data are gathered via a questionnaire, which is developed on the basis of prior empirical studies. Results from this study point to the following: first, the two technology acceptance model factors and the perceived quality of e‐shopping significantly affect e‐satisfaction, which in turn e‐loyalty. Second, regulatory fit not only improves e‐satisfaction and e‐loyalty but also strengthens the links between e‐satisfaction and both its antecedents and consequence. On the basis of these findings, the implications are discussed and directions for future research are highlighted.