Problem With Clean Install: Constant Rebooting

I've got a problem with my recently bought (retail) Windows 7 home premium, which fails to install correctly (I've read the tutorial).

I had XP and want a clean install. I booted via the dvd using the 64-bit version, chose languages etc. (step 3 in the tutorial) and custom install (step 6). I deleted the two partitions I had, and used all 'unallocated space' to install the OS on. It all went smoothly: copying, expanding, installing features and updates.. no problem. Then, the system rebooted itself, as it told me it would. so again, no problems so far.

When it rebooted, I first chose not change the boot sequence and see what happened - this didn't work, as upon booting via the dvd I got back to the language selection menu (screen 3 in the forum's tutorial).

So, I rebooted the system and changed the boot sequence: hard disk first. Again a reboot, and then I got the screen 'Windows starting' with the 'coloured balls' forming the windows logo.

This is where it went wrong: the system reboots itself, and this is continuous process. Windows then gives you the option to go to safe mode or to repair the installation - when I chose safe mode, Windows actually 'progressed' booting until i got the message 'cannot finalise the installation in safe mode, please reboot' or words like that. So this didn't work, nor did the repair: windows 7 doesn't seem to think anything needs to be repaired and I have no idea what needs to be repaired.

Is this a driver issue? I have no hardware connected other than the Maxtor HD and the video card. The hardware seems to work properly during installation. I have tried both the 64-bit and the 32-bit discs, which give the same results. If it is a driver issue, how and when during the installation process am I to install these?

(I have at least located some of the mainboard/SATA drivers (MSI Global ? Computer, Laptop, Notebook, Desktop, Mainboard, Graphics and more), but not all are explicitly compatible with windows 7.)

Two notes: (1) I didn't run the Windows 7 upgrade advisor, being (stupidly) confident that it would run on my system. Moreover, I didn't have SP2 installed at that time (even more stupidly), so I couldn't run the program in the first place.

(2) I can't call Microsoft, since it's weekend and, more importantly, I don't have the product ID which you need to enter first before you get a number to contact them (at least, that's how it works in the Netherlands). Obviously, having bought the reatil version, I do have a legit product key but this (apparently) is not the same thing as a product ID.