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

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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.

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Kasetsart Journal of Social Sciences 38 (2017) 242e250 Contents lists available at ScienceDirect Kasetsart Journal of Social Sciences journal homepage: http://www.elsevier.com/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 ¼ .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 ¼ .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 ¼ .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 ¼ .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 B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/ 4.0/). Introduction 2012). Therefore, the production process has changed due to the technological advancements and consumers' life- Marketing today has adapted to surroundings and con- styles in accordance with more speciﬁc customer trends. sumer behavior; that is, marketing has to adapt itself to an Accordingly, the concept of mass customization arises. It era when customers are a business's ﬁrst priority. Now, as allows consumers to participate in the design process to customers are able to receive information from several help ensure the result meets their needs (Laosirihongthong, channels and have more creativity, they have become the Tungkaprasert, Banjongmanomai, & Somlake, 2009). This value creator. In other words, customers pay for goods or participatory design requires technology to reach each in- services not only for functional utilities, but also for value dividual's needs; business has to adapt to consumer and identity that help show self-identity. A number of cus- behavior that does not want ready-made products anymore tomers are not satisﬁed with the products available in the (Hart, 1996). market since almost all of them look identical and simply Nowadays e-commerce is popular among entrepreneurs look like many copies of a product (Pongsakornrungsilp, in Thailand due to the continuous growth of the internet and the increase in business websites. Face-to-face trading in stores has changed to screen-to-face trading (Iamsiriwong, * Corresponding author. 2013). According to a survey on consumers' online shop- E-mail address: fagiktw@ku.ac.th (K.W. Techametheekul). ping behavior in Thailand in 2012, clothing is one of the best- Peer review under responsibility of Kasetsart University. http://dx.doi.org/10.1016/j.kjss.2016.07.007 2452-3151/© 2017 Kasetsart University. Publishing services by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http:// creativecommons.org/licenses/by-nc-nd/4.0/).
S. Tangchaiburana, K.W. Techametheekul / Kasetsart Journal of Social Sciences 38 (2017) 242e250 243 selling products and gets more attention, and is expected to requirement, so, the computer technology plays a big part get steadily greater, from small and medium enterprises in co-design and illustrating the adjusted product prior to (Kasikorn Research Center, 2012). E-commerce uses a web- purchase and production. During the design process, cus- site as its electronics storefront to communicate with its tomers engage as co-designers creating and decorating customers. Therefore, it is essential to design the content clothes as they want (Udwadia & Kumar, 1991). layout and decorate the website in order to be eye-catching and interesting for the customer, even at ﬁrst sight. Also, Elements of E-commerce Website Design the information on the website should support the customer well (Phakdiwatthanakun & Kanjanasuwan, 2004). Electronic commerce, commonly written as e-commerce, Against this background, the researcher studied the el- is trading, which is related to buying, selling, delivery and ements of e-commerce web designs that led to customer barter, by using electronic media (Iamsiriwong, 2013). This co-design based on the concept of mass customization for kind of commerce uses computer networks which have ac- e-commerce websites. The concept of mass customization cess to the internet, promoting the potential of communi- was studied in order to fulﬁll individual customer needs cation between sellers and buyers. Business to Customer through e-commerce websites. It is conﬁdently believed (B2C) e-commerce is a transaction directly conducted be- that the results of this research can be applied to e-com- tween a business and a consumer (Keeratikrainon, 2006). merce development in the future. Since B2C e-commerce uses websites as the media or channels to communicate with customers, it is important for Literature Review traders to design their websites to impress their customers. Generally, the web design has seven elements: 1) context: an Mass Customization aesthetic and functional layout and design; 2) content: presented on the website in forms of text, picture or multi- The concept of mass customization aims at offerings media; 3) community: ways in which the website facilitates that best serve the individual customer's needs (Hart, interaction, such as sharing and commenting, among cus- 1995), and some segments of customers at the same time tomers with the same interests; 4) customization: the ability (Pine, 1993). The concept focuses on fast and effective of- of the website to allow customers to customize products; 5) fering of various products or services at low costs communication: ways in which a website enables commu- (Laosirihongthong et al., 2009). It gives priority to the nication between sellers and buyers; 6) commerce: a web- participation of the enterprise and its customers in the site's capacity to facilitate commercial transactions; and 7) design process in order to produce goods and services to connection: any links on the website that lead customers to meet customers' needs (Gilmore & Pine, 1997). The other e-commerce websites and links from other sites to the approach of mass customization is to systemically collect site (Phakdiwatthanakun & Kanjanasuwan, 2004). This individual customer's orders using computer technology research did not study the last element (connection) because and, then, to start mass production (Pine, 1993). For this it is not related to products. reason, websites should provide customers with a practical The literature review led to a certain framework for the order form through which they can specify the required entire study. Independent variables were web design ele- product details, and, accordingly, the production process ments which were separated into six aspects: context, should be ﬂexible and able to produce made-to-order content, community, customization, communication, and products (Laosirihongthong et al., 2009) within the orga- commerce. Likewise, the researcher deﬁned dependent nization's capacity (Pamela, Lenda Jo, & Weifang, 2003). In variables as the customers' needs for design participation short, mass production is a new strategy for both entre- which were, in this study, divided into four aspects: preneurs and consumers in the modern world. clothing types, clothing elements, clothing details, and co- design tools. Figure 1 shows the research framework. Co-design Methods In the strategy of co-design, manufacturers and cus- tomers work together in the innovation process to satisfy Participants customers' needs (King, 1989). It is suitable for manufac- turers who already have product choices available for The population used in this research was 5,686,252 alteration as required (Gilmore & Pine, 1997). The co-design people from 50 districts of Bangkok (Bureau of Registration process has three main principles: 1) to give customers Administration, 2013) who have bought fashion online. The choices of products, 2) to use an illustrating tool to show sample size of the study was calculated by using the for- sample products before a purchase is made, and 3) to mula in Yamane (1973) with a 95% conﬁdence level. Ac- interpret the speciﬁcationdmaterials, details and partsdof cording to the sample size calculation, the researcher had each order so that the goods exactly meets customers' to have at least 400 subjects. However, the sample size was needs (Peterson, Larsson, Muijanovicl, & Mattila, 2011). As increased by 20%e480 in order to prevent data loss. The fashion retail shops have introduced the co-design strategy, sampling method used in the research was multi-stage customers have the chance to participate in designing and random sampling involving four stages: 1) Area cluster choosing apparel details, such as fabric, color, and size, sampling which separated Bangkok into three zonesdin- through the website (Fiore, Lee, & Kunz, 2001). However, it ner city, urban fringe, and suburbs; 2) Density sampling is not possible to make products according to every single which selected districts with a high population density and
244 S. Tangchaiburana, K.W. Techametheekul / Kasetsart Journal of Social Sciences 38 (2017) 242e250 Independent Dependent Web Design Element Customers’ Needs for Design Participation - Context - Clothing types - Content - Clothing parts - Community - Clothing details - Customization - Co-design tools - Communication - Commerce Figure 1 Research framework fashion shops in each zone. The selected districts in the Table 1 inner city were Chatuchak, Pathum Wan, Ratchathewi and Questionnaire on web design elements Watthana, the selected districts in the urban fringe were Variable Question Bang Khae, Bang Kapi, Bang Khen and Khan Na Yao, and, the Web design Context selected districts in the suburbs were Bang Khun Thian and element 1. The functional layout and design Don Mueang; and 3) Proportional stratiﬁed random sam- of the website is user-friendly. pling was applied to take samples according to the pro- 2. The website tools function coherently. 3. The website has proper product categorization. portion of the population in each zone; and 4) Purposive 4. The promoting media (pictures, audio clips, sampling was used to collect data from male and females in video clips, etc.) on the website suit the products. the sample who had ordered and purchased clothes via e- 5. The website's visual design is attractive. commerce websites. Content 6. The website uses texts, graphics, and multimedia (audio and video Data Collection clips) to present products. 7. The contents on the website are intelligible. Data were collected using questionnaires. Of the 480 8. The website uses proper media to promote questionnaires distributed, 462 copies were returned of each product. 9. The website shows important information which 438 were complete. The research period was from 20 such as price, details, size, and policy. May to 5 July 2015. Community The instrument used for this research was a question- 10. There is an ofﬁcial email for naire. Based on the idea of Phakdiwatthanakun and contact shown on the website. Kanjanasuwan (2004), it ﬁrst asked about the six ele- 11. The website has a web board or chatroom allowing consumers to comment on products. ments of web designdcontext, content, community, cus- Customization tomization, communication, and commercedthat affected 12. Customers are allowed to fashion-buying decisions. Additionally, according to personalize products' details Peterson et al. (2011), the questionnaire included questions (types, parts, colors, etc.) as available on the website. about customers' needs for design participation. The design 13. The website offers products that meet referred to in this study was separated into four customers' individual needs. aspectsdclothing types, clothing elements, clothing details, Communication and co-design tools. The study used a 5-level rating scale for 14. The website provides measurement and its content validity was proved using channels for contact such as ofﬁce address, email three experts and the Index of Item Objective Congruence and phone number. or IOC. Finally, before ofﬁcial data collection commenced, 15. The website regularly sends special offers 30 copies of the tryout questionnaire were distributed. and newsletters to customers via email The reliability of instruments was assessed using Cron- or SMS. bach's alpha analysis which was considered to be a gauge of Commerce 16. Commercial transaction on scale reliability. In the study, it was used to measure the the site is step-by-step. independent variables representing the web design ele- 17. There is easy instruction on every step ments and the dependent variables representing the cus- of the transaction. tomers' needs for design participation. After 18. The website has a clear shipping policy.
S. Tangchaiburana, K.W. Techametheekul / Kasetsart Journal of Social Sciences 38 (2017) 242e250 245 analysis, Cronbach's alpha of the web design elements was b1ieb6i ¼ Standardized regression coefﬁcients of the inde- .936 and the customers' needs for design participation was pendent variables. .971. As both variables were greater than .70, this suggested there was internal consistency in the instrument. The Results questionnaire contained 18 questions regarding web design elements (Table 1) and 26 regarding Customers' Data Analysis Results of Personal Factors Needs for Design Participation (Table 2). The study found that 21 percent of online fashion con- Data Analysis sumers were male and 79 percent were female. Almost all of the respondents were aged between 21 and 30 years. In 1. The researcher used frequency and percentage to addition, 75.11 percent had obtained a bachelor's degree. analyze the data regarding online fashion consumers' More than half (55.94%), were employees of private com- personal factors, consisting of: gender, age, occupation, panies. Furthermore, 88.81 percent of respondents were education level, marital status, and salary. single and 40.41 percent had a salary between THB 10,000 2. The researcher analyzed web design elements which and 20,000. motivated customers to customize their own clothes through e-commerce websites. Statistics for this data Data Analysis Results of Web Design Elements Motivating analysis were the Pearson correlation coefﬁcient and Customers to Customize their Own Clothes stepwise multiple regression analysis. Table 3 shows the six independent variables analyzed The prediction equation using a Z-scores formula was: using stepwise multiple regression analysis. The indepen- dent variables from every correlation were within the Z'Yi ¼ b1i Zcontext þ b2i Zcontent þ b3i Zcommunity range .453e.850 and none were over .85 (r > .85), so it þ b4i Zcustomization þ b5i Zcommunication þ b6i Zcommerce could be concluded that there was no multicollinearity. Therefore, every variable could be included in the stepwise where i ¼ 1,2,3,4 multiple regression analysis model. Table 4 shows that the customization was the only Yi ¼ Dependent variables, represent clothing type, clothing element of web design that stimulated consumers to design elements, clothing details, co-design tools clothing types (b ¼ .364, b ¼ .334). The multiple correlation Table 2 Questionnaire on the customers' needs for design participation Variable Question Customers' needs for Clothing types that you need to participate in designing design participation 1. Blouses 2. Skirts 3. Pants 4. Dresses Clothing parts that you need to participate in designing 5. Pockets (on blouse, pants, or skirt) 6. Buttons (on blouse, pants, or skirt) 7. Collars 8. Sleeves 9. Bodies Clothing details that you need to participate in designing 10. Fabrics 11. Sizes 12. Color of collars 13. Color of sleeves 14. Color of pockets (on blouse, pants, or skirt) 15. Color of bodies 16. Color of buttons (on blouse, pants, or skirt) 17. Printing designs The functions of co-design tools that you need in designing participation 18. To add or remove available choices of clothing types 19. To mix and match tops and bottoms as required 20. To illustrate a certain part of the altered clothes in detail 21. To zoom in on clothing details 22. To view the designed product in 360-degree view 23. To view the designed product in 3D 24. To point out the parts that can be changed or designed 25. To save the designed images for comparing before purchase 26. To display the designed products on a mannequin
246 S. Tangchaiburana, K.W. Techametheekul / Kasetsart Journal of Social Sciences 38 (2017) 242e250 coefﬁcient was .334 (R2 ¼ .112). Additionally, the multiple Co-design tools regression equation achieved a statistical signiﬁcance level of .01 (F ¼ 54.917, p ¼ .000). As shown in Table 5, the web design elements that (.94) motivated consumers to design clothing parts were the customization (b ¼ .404, b ¼ .381), the context (b ¼ .306, b ¼ .209), and the commerce (b ¼ .168, b ¼ .144). The Clothing details multiple correlation coefﬁcient was .444 (R2 ¼ .198) and the multiple regression equation achieved a statistical signiﬁ- cance level of .01 (F ¼ 35.604, p ¼ .000). .722** (.93) From Table 6, the web design elements that motivated consumers to design clothing details were the custom- ization (b ¼ .421, b ¼ .423) and the context (b ¼ .192, Clothing parts b ¼ .139). The multiple correlation coefﬁcient was .509 (R2 ¼ .259) and the multiple regression equation achieved a .798** .644** (.91) statistical signiﬁcance level of .01 (F ¼ 75.880, p ¼ .000). Table 7 shows that the web design elements that moti- vated consumers to design co-design tools were the context Clothing types (b ¼ .443, b ¼ .330) and the customization (b ¼ .268, b ¼ .277). The multiple correlation coefﬁcient was .529 (R2 ¼ .279) and the multiple regression equation achieved a .750** .655** .582** (.86) statistical signiﬁcance level of .01 (F ¼ 84.330, p ¼ .000). Commerce Discussion .179** .238** .390** .098* (.89) The study showed that: 1) the customization element inﬂuences consumers' needs for participation in designing clothing types, parts, details, and co-design tools; 2) the context element inﬂuences consumers' needs for partici- Communication pation in designing clothing parts, details, and co-design tools; and 3) the commerce element inﬂuences con- .678** .189** .250** .323** .391** (.67) sumers' needs for participation in designing clothing parts. Note: Coefﬁcient alpha values are shown in parentheses; no evidence of multicollinearity was found The study conforms to the concept of Fiore et al. (2001) that the computer, via websites, helps in producing individually Customization customized pieces of apparel. It facilitates consumers' Analysis results of Pearson correlation coefﬁcient among variables referred in this research participation in the design process; they are able to select .497** .468** .334** .420** .494** .446** (.82) the options, such as fabrics, colors and sizes, offered by sellers. Furthermore, the study agrees with Kamali and Loker (2002) that consumers are satisﬁed with the T-shirt Community designing simulation using the computer screen, and are willing to purchase the products they participate in .665** .595** .498** .227** .277** .326** .357** (.86) designing. Additionally, the research revealed that the three web design elements of content, community, and communica- Content .538** .453** .668** .732** .157** .246** .298** .433** tion do not have an impact on the customers' needs for co- (.90) design. From the researcher's point of view, this could have been respectively because the content on the website is Context text or description, the website community is for sharing .850** .566** .511** .624** .691** .235** .304** .355** .472** (.88) opinions among customers, and the communication element is to receive newsletters, by e-mail or SMS, from shops. As a result, consumers may think that these three 0.63 0.69 0.85 0.88 0.74 0.79 0.95 0.93 0.87 0.85 S.D. elements are related to news and information receiving, not to the design process which consumers need to fulﬁll Mean 3.97 3.99 3.66 3.47 3.91 4.08 3.30 3.16 3.38 3.59 their individual requirements. Conclusion and Recommendation *p < .05, **p < .01 Communication Clothing details Co-design tools Clothing types Customization Clothing parts Community Commerce Conclusion Variable Content Context Table 3 The majority of online fashion consumers who respon- ded to the questionnaire representing the target population
S. Tangchaiburana, K.W. Techametheekul / Kasetsart Journal of Social Sciences 38 (2017) 242e250 247 Table 4 results meet their needs and are usable. In addition to these Results of stepwise multiple regression analysis of web design elements three factors, the customization element also allow con- that motivate consumers to design clothing types sumers to customize ‘the co-design tools’ for their easier Independent variable b SEb b t p participation. Co-design tools should provide functions for Constant 2.039 .175 11.619 .000** matching tops and bottoms, zooming in on clothing details, Customization .364 .049 .334 7.411 .000** a 360-degree product view, and saving the designed images 2 2 R ¼ .334, R ¼ .112, Adj R ¼ .110, SEest ¼ .899, F ¼ 54.917, F ¼ .000 for later comparison. Figure 2 provides a website model which developed the customization and context element **p < .01 and is available for customers' participation. Table 5 In addition to customization, context is another element Results of stepwise multiple regression analysis of web design elements having an impact on consumers' demand for co-design. The that motivate consumers to design clothing parts context element facilitates: 1) clothing parts and detail Independent variable b SEb b t p designdwebsites categorize parts and details of apparel for easier co-design and, also, identify the alterable parts, and Constant 1.232 .259 4.751 .000** Customization .404 .054 .381 7.479 .000** 2) co-design toolsda user-friendly website should use Context .306 .091 .209 3.353 .001** simple symbols. The site model is displayed in Figure 2. Commerce .168 .071 .144 2.371 .018* Finally, the commerce element also has an effect on R ¼ .444, R2 ¼ .198, Adj R2 ¼ .192, SEest ¼ .836, F ¼ 35.604, F ¼ .000 consumers' needs for co-design. To alter clothes from available items, customers have to pay for alteration, *p < .05, **p < .01 depending on each case. Therefore customers should be clearly informed of additional costs, including the alteration Table 6 and shipping fees before making a payment. In addition, Results of stepwise multiple regression analysis of web design elements that motivate consumers to design clothing details applying for membership and informing customers of de- livery times and payment channels before making a pur- Independent variable b SEb b T p chase would effectively mitigate possible mistakes. The site Constant 1.161 .231 5.028 .000** model for commerce is displayed in Figure 3. Customization .421 .048 .423 8.813 .000** To apply a mass customization approach to e-commerce Context .192 .066 .139 2.902 .004** marketing, websites should be able to offer diversiﬁed R ¼ .509, R2 ¼ .259, Adj R2 ¼ .255, SEest ¼ .753, F ¼ 75.880, F ¼ .000 products and respond to individual customers' re- **p < .01 quirements. After creating a site model for co-design, it was found that the customization, the context and the com- Table 7 merce were three elements that had impacts on customers' Results of stepwise multiple regression analysis of web design elements needs for participation as co-designers. Furthermore, the that motivate consumers to design co-design tools web design elements played a big role in assisting cus- Independent variable b SEb b t p tomers design the clothing types, parts, and details that Constant .903 .222 4.078 .000** they wanted. Accordingly, the available options on websites Context .443 .063 .330 6.981 .000** had to be able to complete the manufacturing tasks and be Customization .268 .046 .277 5.852 .000** usable. Furthermore, co-design tools should facilitate the R ¼ .529, R2 ¼ .279, Adj R2 ¼ .279, SEest ¼ .722, F ¼ 84.330, F ¼ .000 participatory design process. For this purpose, the web **p < .01 design elements took part in encouraging customers to involve in customization. This approach was mutually beneﬁcial. Manufacturers could reduce the amount of mass-produced goods they had to keep in stock and could were females aged between 21 and 30 years with an increase sales of customized items via offering round-the- educational level to a bachelor's degree. Almost all of the clock online stores. On the other hand, consumers could respondents were employees of private companies, were buy products that met their needs, styles, and personal single and had a monthly salary between THB 10,000 and tastes. The co-design approach brought a new, impressive 20,000. Three web design elements could motivate con- experience to customers and added sentimental value to sumers to engage as clothing co-designers. First, the cus- products. Consequently, customers would be satisﬁed with tomization element could encourage consumers to products and this develops brand loyalty. Above all, thanks cooperate with manufacturers in the innovation process. to global interconnection, e-commerce businesses could The customization element makes websites easier for expand their markets to international consumers. consumers to design 1) clothing typesdby selecting avail- able options of apparel types, such as blouses, dresses, and pants, 2) clothing partsdby altering some available parts, Recommendation such as buttons, sleeves, collars, pockets, and embellish- ments, and 3) clothing detailsdby choosing fabrics, sizes, 1. E-commerce entrepreneurs could apply the research and colors. The website facilitates the design process by ﬁndings regarding personal data to deﬁne their target providing choices of apparel types, parts, and details which groups and, accordingly, to design their websites in could actually be tailored, so that customers ensure that the order to satisfy the target groups.
248 S. Tangchaiburana, K.W. Techametheekul / Kasetsart Journal of Social Sciences 38 (2017) 242e250 Figure 2 Website model for clothing co-design showing the customization and context elements
S. Tangchaiburana, K.W. Techametheekul / Kasetsart Journal of Social Sciences 38 (2017) 242e250 249 Figure 3 Website model for clothing co-design showing the commerce element
250 S. Tangchaiburana, K.W. Techametheekul / Kasetsart Journal of Social Sciences 38 (2017) 242e250 2. E-commerce entrepreneurs could apply the mass cus- Fiore, A. M., Lee, S.-E., & Kunz, G. (2001). Relationships between optimum stimulation level and willingness to use mass customization options. tomization concept to develop their marketing strate- Journal of Fashion Marketing and Management, 5(2), 99e170. gies in clothing design and production, so that the Gilmore, J., & Pine, J. (1997). The four faces of mass customization. Harvard products meet individual customer's needs and are Business Review, 75(1), 91e93. usable. Hart, C. W. L. (1995). Mass customization: Conceptual underpinnings, opportunities and limits. International Journal of Service Industry 3. E-commerce entrepreneurs should give priority to web Management, 6(2), 36e45. design elements for the co-design process in order to Hart, C. W. L. (1996). Made to order: Technology is making it feasible to present a more attractive and convenient website. reach that market of one. Make sure you're the ﬁrst mover. Marketing Management: Summer, 5(2), 11e22. Additionally, the study ﬁndings could be developed and Iamsiriwong, O. (2013). E-commerce (A managerial perspective). Bangkok, applied as guidelines for web design or clothing co- Thailand: Se-Education. design software development. Kamali, N., & Loker, S. (2002). Mass customization: On-line consumer involvement in product design. Journal of Computer-Mediated 4. Entrepreneurs on Facebook or Instagram could use this Communication, 7(4). http://onlinelibrary.wiley.com/doi/10.1111/j.108 study as a guideline to electronic shop development. 3-6101.2002.tb00155.x/abstract. This idea is suitable for shops which already have Kasikorn Research Center. (2012). Facebook/website (Start-up business). Retrieved from http://oweera.blogspot.com/2012/04/facebookwebsit product choices available for customers to alter and e-start-up-business.html. [in Thai] adapt to their requirements. Moreover, to reduce time in Keeratikrainon, B. (2006). Design for e-commerce. Bangkok, Thailand: collecting orders and to avoid errors, websites should be Grand Prix International. King, S. (1989). Co-design: A process of design participation. New York, NY: able to collect individual customer's orders systemically. Van Nostrand Reinhold. Laosirihongthong, T., Tungkaprasert, P., Banjongmanomai, S., & Somlake, W. Conﬂict of Interest (2009). Mass customization. Chulalongkorn Review, 21(83), 33e63. Pamela, V. U., Lenda Jo, A.-C., & Weifang, W. (2003). Consumer co-design of apparel for mass customization. Permanent Journal of Fashion There is no conﬂict of interest. Marketing and Management, 7(4), 398e412. Peterson, J., Larsson, J., Mujanovic1, M., & Mattila, H. (2011). Mass cus- tomization of ﬂat knitted fashion products: Simulation of the co- Acknowledgments design process. Autex Research Journal, 11(1), 6e13. Phakdiwatthanakun, K., & Kanjanasuwan, T. (2004). E-commerce. Bangkok, Thailand: KTP Comp & Consult. [in Thai] This research was supported by the Graduate School Pine, B. J., II (1993). Mass customization: The new frontier in business Kasetsart University, Bangkok, Thailand. competition. Boston, MA: Harvard Business School Press. Pongsakornrungsilp, S. (2012). Principles of marketing. Bangkok, Thailand: Top. [in Thai] References Udwadia, F. E., & Kumar, K. R. (1991). Impact of customer co-construction in product/service markets. Technological Forecasting and Social Bureau of Registration Administration. (2013). Demographic report year Change, 40(3), 261e272. 2013. Retrieved from http://stat.bora.dopa.go.th/stat/statnew/statT Yamane, T. (1973). Statistics : An introductory analysis (3rd ed.). New York, DD/views/showProvinceData.php. NY: Harper & Row.