On the basis of extant literature, we build a conceptual model of the factors impacting user’s loyalty degree in Nontrading Virtual Community, and propose some hypotheses. We design a questionnaire about the factors impacting user’s loyalty degree in Nontrading Virtual Community and conduct a survey. We found out that perceived quality is correlated with perceived value, satisfaction degree and trust; perceived value is correlated with satisfaction degree; satisfaction degree is correlated with loyalty degree. Trust is not significantly correlated with loyalty degree.