In the past few decades, several companies adopt technology to encourage customer, it becomes the arrival of the e-commerce era. This is an alternative channel that these organizations can sell more goods and services through the website, to improve communication with clients (Zeithaml 2002). The demand of users who technologically shrewd and cognizant about products and services affects to the increasing of global internet commerce. In 2013, Thailand internet commerce identified strong value progress 18% (Euromonitor international 2014). According to the Internet World Stats (2014), the Thai population of internet users has rose shapely, from 2.3 million in 2000 to 20.1 million in 2014. As Rosenbloom (2002) said “the Internet changes everything”, website has been applied and improved to online business the physical business unit. From these information, it seems reasonable to assume that the new electronic environment and perceived website usability is a very significant part of the store’s image and can attract customer behaviour (Cristobal 2007). Moreover, the internet can recondite role in preserving and improving a high position of customer service (Behjati et al. 2012).