Many of tourism companies use internet websites as an important tool for marketing and sale of products or offering their services. To offer tourism services through internet successfully, it must be highly reliable and safe. The aim of this research is to study on effective factors on trust, satisfaction and loyalty of customers. In this research one structural equation modeling method has been used that investigate on relationships between external variables (efficiency and usability of transportation and transfer of products, security and transaction costs) and mediator and effective variables (trust and satisfaction) and also loyalty which are as a dependent variable. The results show that efficiency and high capability for transportation, transfer, expenses and security has a positive effect on the rate of trust in customers, which on the other hand, has affected loyalty of the customer as well. These results and findings show that satisfaction of the customers affects their trust which will have a significant role in formation of loyalty in customers and continuity of online shopping of tourism products and services.