The influence of two primary consumption value (utilitarian and hedonic) factors was investigated on the college students’ intention to purchase athletic footwear. Three hundred twenty (N = 320) college students participated in the study. Three utilitarian value factors (comfort, durability, and price) and three hedonic value factors (style, color, and celebrity endorsement) have emerged through literature review and a factor analysis. The results indicated that utilitarian value factors play a more significant role than hedonic values when college students purchase athletic footwear. A series of ANOVA indicated that the influence of consumption value factors did not significantly differ on students’ demographic backgrounds of genders and races. Marketers and advertising managers of athletic footwear companies should utilize the findings of this study to communicate with college student consumers more effectively.
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