The purposes of this study were (1) to compare the difference of product attribute, brand images, customer loyalty among backgrounds; (2) to explore the prediction of product attribute and brand images on customer loyalty。There were 317 college students drawn from Taichung city. All the participants were administered with Product Attribute Inventory, Brand Images Inventory and Customer Loyalty Inventory. The collected data were analyzed by descriptive analysis, t-test (independent), one-way ANOVA and Structure Equation Modeling. The findings were as follows: 1. There was difference of product attribute and brand images with different gender and purchase frequency. 2. There was difference of product attribute, brand images, and customer loyalty with different frequency of use 3. The product attribute factor and brand images factor could validly predict customer loyalty factors.