This research intends to understand the acceptance of online mass-customized athletic
shoes among college students through applying the theory of reasoned action with a
focus on whether utilitarian value and need for uniqueness influence favorable attitude
formation differently. The questionnaires were distributed to 260 college students in
a major southeastern US university using extra class credit as participation incentive.
SPSS 23.0 and SPSS Amos 23 were used in data analysis. Structural equation modeling
with a path comparison were used to assess construct validity and test the proposed
hypotheses and conceptual framework. Results showed that college students’ acceptance
and purchase intention could be predicted by attitudes and subjective norm. In
addition to perceived security of the online environment, utilitarian value and need for
uniqueness equally facilitated formation of favorable attitude toward acceptance of
online mass-customized athletic shoes among college students. Theoretical and practical
implications, as well as the limitations of the study are further discussed.

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• College students’ acceptance of online mass‑customized athletic shoes