TAILIEUCHUNG - Development model of web design element for clothing e-commerce based on the concept of mass customization

The study collected information from 438 e-commerce customers in Bangkok and used a questionnaire as the research instrument. Statistics for the data analysis were the Pearson correlation coefficient and stepwise multiple regression analysis. | Kasetsart Journal of Social Sciences 38 2017 242e250 Contents lists available at ScienceDirect Kasetsart Journal of Social Sciences journal homepage http locate kjss Development model of web design element for clothing e-commerce based on the concept of mass customization Supattra Tangchaiburana Kornthip Watcharapanyawong Techametheekul Department of Textile Science Faculty of Agro-Industry Kasetsart University Bangkok 10900 Thailand a r t i c l e i n f o a b s t r a c t Article history The purpose of this research was to study the elements of electronic commerce e-com- Received 26 January 2016 merce web designs that led to customer co-design based on the concept of mass cus- Received in revised form 1 July 2016 tomization. The study collected information from 438 e-commerce customers in Bangkok Accepted 8 July 2016 and used a questionnaire as the research instrument. Statistics for the data analysis were Available online 4 September 2017 the Pearson correlation coefficient and stepwise multiple regression analysis. The results showed that 1 customization an element of web designs had a statistical significance Keywords R2 .112 affecting customers needs to design clothing types 2 customization context clothing and commerce which were elements of web designs together had a statistical significance co-design R2 .198 affecting customers needs to design clothing parts 3 customization and e-commerce context which were elements of web designs together had a statistical significance elements of web designs R2 .259 affecting customers needs to design clothing details and 4 context and mass customization customization which were elements of web designs together had a statistical significance R2 .279 affecting customers needs to create co-design tools. After analysis the research results were used to design a website model that allowed its customers to participate in the design process. 2017 Kasetsart University. Publishing services by Elsevier . This is an .

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