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International Journal of Interdisciplinary Research

Table 2 Measurement model results

From: College students’ acceptance of online mass-customized athletic shoes

Constructs/items Cronbach’s alpha EFA item loading Composite reliability Average variance extracted (AVE) CFA item loading
Attitude 0.90   0.90 0.60  
 Using online mass-customization to buy athletic shoes is a good idea   0.82    0.75
 Using online mass-customization to buy athletic shoes is a smart idea   0.79    0.73
 I like the idea of using online mass-customization to buy athletic shoes   0.76    0.87
 Using online mass-customization to buy athletic shoes would be pleasant   0.75    0.88
 I think it’s interesting to mass-customize athletic shoes   0.70    0.74
 The website or company made it fun to select the options   0.66    0.64
Utilitarian value 0.88   0.89 0.73  
 Online mass-customization would enable me to have exactly the pair of athletic shoes I want   0.74    0.73
 I could create the pair of shoes that was closest to what I was looking for   0.87    0.88
 I could create the pair of shoes I really wanted to have   0.85    0.93
Need for uniqueness 0.87   0.88 0.71  
 Having mass-customized athletic shoes will enable me to be unique   0.82    0.82
 By wearing this pair of shoes, I am slightly different from others   0.85    0.90
 With online mass-customization, I could create a pair of shoes to represent who I am   0.76    0.80
Perceived security 0.84   0.86 0.68  
 I trust these official sportswear retail websites to keep my information private   0.90    0.90
 I feel my personal information will be protected during the customization of athletic shoes at this website   0.91    0.95
 I will not hesitate to provide information about my personal preference (i.e. color, style) requested for customizing athletic shoes at these websites   0.67    0.58
Subjective norm 0.77   0.81 0.69  
 My parents encourage me to shop athletic shoes via online mass-customization   0.90    0.66
 My friends encourage me to shop athletic shoes via online mass-customization   0.85    0.96
Purchase intention 0.85   0.86 0.75  
 I would rather choose to mass-customize my athletic shoes online than choose a mass-produced sport shoes from website or store   0.83    0.94
 I would rather buy mass-customized athletic shoes than other regular athletic shoes online   0.89    0.79
 I would use online mass-customization in shopping for athletic shoes if availablea      
  1. CFA item loadings and EFA item loadings are based on the final measurement model
  2. aItem was deleted due to high cross loading (>0.40) of EFA