In this study, we try to explain the impacts of self-efficacy on individual knowledge building process and website loyalty. To verify empirically the proposed research model, first, we reviewed literatures on self-directedness, self-efficacy, knowledge building process, and website loyalty. Seconds, we performed a survey with questionnaires to undergraduate school students, graduate school students, professionals, and office workers who search information frequently using website. Third, on the basis of collected 221 data, measurement model and structural goodness-of-fit of the research model were verified with SEM analysis using Lisrel 8.54 version. We found important results such that self-directedness impacted information sharing and elaboration, self-efficacy affected information sharing and knowledge building, and information sharing and knowledge building inproved website loyalty. Keyword: Self-directedness, Self-efficacy, Konowledge Building Process, Websit Loyalty