The theoretical paradigm of customer loyalty formation mechanism based on customer satisfaction faces the challenge of Customer Satisfaction Paradox. This study uses the psychology concept of continuance commitment and affective commitment to explore the Brand loyalty formation mechanism. We find that Customer satisfaction, customer trust have a direct impact on brand loyalty, and customer commitment can mediate the relation. This tell us that the companies which want to have brand loyalty should not only increase customer satisfaction and customer trust, but also stress customer’s continuance commitment and affective commitment. Company could build brand loyalty and reduce customer turnover through increasing customer changing cost and emotional dependence.