If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Design/methodology/approach -A broad sample of 1,053 mobile customers in Mexico was studied using the structural equation analysis methodology. Findings -The results offer evidence on how trust and satisfaction can increase loyalty and motivate purchases via mobile devices. In addition, the results show evidence of the indirect effect (mediated through trust) of opportunism, and propensity to use ICTs on loyalty. Practical implications -Achieving customer satisfaction is revealed as the main strategy enterprises should seek in order to encourage repetitive purchases via mobile devices and customer loyalty. At the same time, companies should consider that the customers most likely to use ICTs, and those who perceive less opportunism can also be very loyal as a result of a higher level of trust when making purchases using mobile devices. Originality/value -The contributions of this paper are: (1) to analyze the generation of loyalty in mobile commerce using a conceptual model that includes variables of different theoretical perspectives and nature, both positive and negative. (2) To provide empirical evidence from a sample of mobile users who have already bought goods via mobile phone, contributing to prior literature that has focused on analyzing the behavior of mobile phone users who do not make purchases via mobile phones. (3) To study mobile commerce in an emerging market with notable potential for growth (Mexico), which has not been studied at length in previous literature. ResumenObjetivo -El presente trabajo analiza el papel de cuatro importantes variables en el desarrollo de la lealtad de los compradores por móvil. Variables de índole personal (propensión al uso de las TICs), transaccional (oportunismo) y relacional (confianza y satisfacción). Metodología -Una amplia muestra de 1053 compradores por móvil en México es analizada mediante la metodología de ecuaciones estructurales. Resultados -Los resultados ofrecen evidencia sobre la capacidad de la confianza y la satisfacción para incrementar la lealtad y motivar la compra a través del móvil. Además, se muestra evidencia del efecto indirecto (mediado a través...