Taking domestic college students as the research object,on the basis of the ESM-IS model,this paper combined the characteristics of mobile social commerce,extracted several measuring indexes,including user's trust,homepage reputation,relationship strength and professionalism,to expand and improve the model,the paper established brand loyalty model of college students to mobile social commerce,and verified by collecting data through questionnaires and structural equation model. The results showed that the satisfaction and continuance usage intention of domes...