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