Objectives: The purpose of this study was to develop and validate an instrument using the reasoned action approach (RAA) to measure recreational electronic cigarette (e-cigarette) use among college students. Methods: Using a multi-phase, cross-sectional design, a 32-item measure was developed, and the factor structure was explored and confirmed using an exploratory factor analysis (EFA; N = 369) and confirmatory factor analysis (CFA; N = 320), respectively. An exploratory structural equation model (ESEM) and SEM also were employed to examine the relationships between latent constructs and to test the application of the RAA. Results: After removing 9 items, the EFA identified 3 RAA constructs (intention, attitude, social norms), and the ESEM established moderate model fit. The CFA confirmed the 3 factors; however, acceptable model fit was not met until a global social norm variable was loaded onto injunctive and descriptive norms. Based on this 5-factor solution, attitudes (β = .35, p < .001) and social norms (β = .50, p <.001) significantly predicted intention to use e-cigarettes. Conclusions: Attitudes and social norms influence college students' intention to use e-cigarettes and should be addressed via health education messaging and prevention programs.