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Nowadays most companies are facing a great pressure caused by shorter product life cycle and wider product variety in the global market. To identify customer needs has become a crucial factor in any product development in this circumstance. It is an imperative to create a high-quality information channel that runs directly between customers in the target market and the product developers [24], who have to listen to the customer voice so that they can create customer centric values and thus meet the market competition. Close collaboration with customers is recognized as a primary goal even in many manufacturing industries | International Journal of Electronic Business Management Vol. 3 No. 3 pp. 225-234 2005 225 ONLINE PRODUCT CONFIGURATION IN E-COMMERCE WITH 3D WEB VIEWING TECHNOLOGY Chih-Hsing Chu1 Chi-Wei Lin2 Yi-Wen Li1 and Jen-Yu Yang1 1 Department of Industrial Engineering and Engineering Management National Tsing Hua University Hsinchu 300 Taiwan 2Department of Industrial Engineering and Management Ming Hsin University of Science and Technology Hsinfeng 304 Taiwan ABSTRACT This paper presents a novel idea for online 3D product configuration in e-Commerce and its prototyping system using the Web viewing technology. The end user is allowed to choose the configuration of each individual component assemble the chosen components and see the resulting product in real time with a regular browser. This system provides a set of graphical functions such as zoom rotation section and annotation that facilitate the user interactions with 3D complex product over the Internet. It collects the customer preference and feedback of the product by transferring the information over to and stored in a backend PDM system. The presented idea serves as an effective approach to realizing mass customization in electric business. Keywords Mass Customization 3D Web Viewing Product Development e-Commerce 1. INTRODUCTION Nowadays most companies are facing a great pressure caused by shorter product life cycle and wider product variety in the global market. To identify customer needs has become a crucial factor in any product development in this circumstance. It is an imperative to create a high-quality information channel that runs directly between customers in the target market and the product developers 24 who have to listen to the customer voice so that they can create customer centric values and thus meet the market competition. Close collaboration with customers is recognized as a primary goal even in many manufacturing industries. Recent progress in information technologies particularly the Internet .