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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-
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This research was supported by the Graduate School
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