The purpose of this study is to explore factors related to this using theoretical framework based on the stimulus-organism-response (S-O-R) to study these the factors in relation to stimulus, organism and response when consumers use apparel e-customisation technology. The study focuses on effects of e-trust and e-satisfaction in apparel e-customisation. The variables of perceived information quality, perceived visual appeal, interactivity, perceived usefulness, perceived ease of use, perceived risk, e-trust, e-satisfaction and e-loyalty to the continued use of e-customisation are tested. Factor analysis, correlation analysis and a structural equational model are adopted for the data analysis. Consistent results from the study with data show that e-satisfaction has a more significant impact on e-loyalty to the continued use of apparel e-customsiation than e-trust. The study explores variables and build on previous studies regarding e-loyalty by providing suggestions for brand managers and online retailers regarding e-customisation marketing strategies.