In this study, we found that Structural Assurances had positive and significant direct effect on guanxi formation and it had positive and significant indirect effect toward customer loyalty behavior. We also found the facts that e-WoM had a positive and significant direct effect on guanxi formation. Where e-WoM at once had a positive and significant indirect impact on the occurrence of behavioral customer loyalty. In the end, the results of this study indicated that guanxi positively and significantly influenced the occurrence of customer loyalty behavioral when conducting E-Commerce transactions in Indonesia.