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

The purpose of this research was to study the elements of electronic commerce (e-commerce) web designs that led to customer co-design 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. The results showed that: 1) customization, an element of web designs, had a statistical significance (R2 = .112), affecting customers' needs to design clothing types; 2) customization, context, and commerce, which were elements of web designs, together had a statistical significance (R2 = .198), affecting customers' needs to design clothing parts; 3) customization and context, which were elements of web designs, together had a statistical significance (R2 = .259), affecting customers' needs to design clothing details; and 4) context and 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.