Today, customer return issue in e-purchase process is considered as important topic in companies' marketing and managerial decision making. In this paper, we present an empirical study on measuring the impact of e-loyalty for an Iranian auto-industry called Pars Khodro co. The proposed study measures reliability, responsiveness, design, security/privacy as independent variables, e-confidence and e-satisfaction as mediator variable, and e-loyalty as dependent variable. The preliminary results show that effectiveness of e-satisfaction and e-confidence on loyalty and effectiveness of e-confidence on e-satisfaction are in high level. Reliability/Fulfillment and security variables on e-confidence have significant impacts, and effectiveness level of reliability/Fulfillment and responsiveness and website design on e-satisfaction is high. The results indicate that there is no significant relationship between responsiveness and e-confidence.