การพัฒนาและประเมินประสิทธิภาพเว็บไซต์เพื่อการบริหารจัดการพาณิชย์อิเล็กทรอนิกส์: กรณีศึกษา โรงงาน ARTWORK ผลิตและจำหน่ายเสื้อพิมพ์ลาย จังหวัดนครศรีธรรมราช

Abstract

The objectives of this research were to: 1) develop an e-commerce management website for a case study of the ARTWORK factory, a custom printed t-shirt manufacturer and distributor in Nakhon Si Thammarat, and 2) evaluate the efficiency of and satisfaction with the developed website. The experimental tool was an e-commerce website developed using WordPress and WooCommerce, customized specifically for printed shirt production workflows. The sample consisted of 3 IT and e-commerce experts selected via purposive sampling, and 400 general users and factory staff selected via convenience sampling based on Cochran's formula. Data were analyzed using frequency, percentage, mean (x̄), and standard deviation (SD). The results revealed that the developed website comprises 4 core functions: a custom printing service category management system, a real-time tiered automatic pricing system, a digital brand identity integration system, and an automated inventory system. Performance evaluation by experts indicated that the overall efficiency across 5 dimensions was at the highest level (x̄ = 4.81, SD = 0.39), with the technical and database efficiency dimension receiving the highest score (x̄ = 4.93, SD = 0.26). This was consistent with overall user satisfaction, which was also at the highest level (x̄ = 4.51, SD = 0.67), with the highest satisfaction observed in system and technology performance (x̄ = 4.52, SD = 0.66). In conclusion, the developed e-commerce website effectively streamlines management processes, handles complex custom orders, and delivers a positive user experience.