مدل توسعه ای از عناصر طراحی وب برای لباس تجارت الکترونیک بر اساس مفهوم سفارشی سازی توده ای

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.