The services acquired through the internet have gained relevance internationally, which has generated changes in consumer behavior. However, within the review of the literature, there are few studies that indicate the relationship between these factors. Therefore, the objective of this research is to analyze the factors that influence consumer loyalty of services acquired through the Internet in Mexico. This research is of a quantitative type, with a causal and cross-sectional scope. The methodological design was carried out through the application of a questionnaire to a sample of 384 consumers located in Mexico. The data analysis was carried out through the statistical technique of confirmatory factor analysis; finally, the results obtained indicate a good adjustment of the proposed model.