This study aims to examine the impact of perceived usefulness, perceived ease of use, site appearance, informativeness and perceived risk on online brand equity though the brand value chain. The study grounds from two theories: TAM and Perceived value approaches. Five hundred and six sets of questionnaires were used to analyze and produce the research results. The study found that perceived ease of use and informativeness were not related to the customer’s perceived functional value and emotional value on the brand while other factors were significantly related. The results of the study were discussed as well as the research conclusion and recommendations

• Rachata Rungtrakulchai(Thai-Nichi Institute of Technology, Thailand)
• Maneerat Kor-Udom(Assumption University, Thailand)