The purpose of the present study is to test the moderating effect of on-line experience on antecedents to on-line satisfaction and on the relationship between on-line satisfaction and loyalty. A survey (n = 836) was conducted to test the differences between high and low online experience respondents. The relationship between on-line satisfaction and on-line loyalty is stronger for consumers with more online experience than for consumers with less on-line experience. Another key finding is that antecedents to on-line satisfaction also differ between high and low on-line experience consumers. Implications indicate that organizations may develop and provide differentiated services to high- and low-experience consumers. © 2005 Wiley Periodicals, Inc.