Consumer Behavior

College Students’ Preference and Purchase Intention of Online Customized Sports Shoes

Authors
  • Yuli Liang (Louisiana State University)
  • Chuanlan Liu (Louisiana State University)

Abstract

Mass customization, has been considered as a trend to increase brand value and market share. Since the first offer of customized product in the sportswear industry was launched in the late 1990s (Boër & Dulio, 2007), it has been developing at a high speed and nowadays top sportswear brands have their mass customization programs such as Nike iD, mi-Adidas and Reebok Custom. Boër and Dulio (2007) categorize three types of mass customization as: design, performance, and fit.

Keywords: Mass Customization; College Students; Theory of Reasoned Action; Sports Shoes

How to Cite:

Liang, Y. & Liu, C., (2014) “College Students’ Preference and Purchase Intention of Online Customized Sports Shoes”, International Textile and Apparel Association Annual Conference Proceedings 71(1).

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Published on
01 Jan 2014
Peer Reviewed