Footwear is an indispensable consumer product in people's daily life, and it is also an important element to show personality and style. With the development of society and the improvement of consumption level, the footwear market is showing a trend of diversification and personalization, and the needs and preferences of consumers are increasingly diversified and subdivided. As an important part of the footwear market, the purchase behavior of female consumers has received more and more attention and research.

The purchase behavior of women's shoes consumers is a complex psychological and behavioral process, which is affected by a variety of internal and external factors. How to understand and grasp the buying habits of women's shoes consumers is the key to the success of footwear brands and enterprises to open up the market and enhance their competitiveness. Therefore, it is necessary to adopt scientific and effective research methods to deeply analyze the psychological characteristics, demand motivation, preference factors, purchase channels and evaluation criteria of women's shoes consumers, so as to provide strong support for the design, production, marketing and service of footwear products.

The purpose of this paper is to explore the research methods of women's shoes consumers' buying habits, in order to provide some reference and enlightenment for the development of footwear industry. The research framework of this paper is shown in Figure 1.

Factors Affecting the Purchase Decision of Women's Shoes Consumers

The purchase decision of female shoe consumers refers to the result of the purchase behavior of female consumers after a series of cognition, evaluation, comparison and decision-making process when facing the choice of footwear products. The purchase decision of women's shoes consumers is influenced by many factors, which can be analyzed from the following four aspects.

2.1 personal characteristics

Personal characteristics refer to the basic attributes of women's shoes consumers, including age, income, education, occupation, family status, etc. These characteristics affect the consumption ability, consumption level and consumption psychology of women's shoes consumers, thus affecting their demand and preference for footwear products.

Generally speaking, the older the consumers of women's shoes, the higher the requirements for the quality, comfort and durability of footwear products, and the lower the requirements for fashion and personalization; the higher the income, the lower the price sensitivity of footwear products, and the higher the requirements for brand, style and function; the higher the education level, the stronger the ability of information acquisition and judgment of footwear products, the higher the aesthetic and taste of footwear products; women's shoes consumers with different occupations have different requirements for the adaptability and functionality of footwear products; women's shoes consumers with different family conditions have different autonomy and influence on the consumption decisions of footwear products.

2.2 way of life

Lifestyle refers to the comprehensive performance of women's shoes consumers' life attitude, values, hobbies, and consumer behavior. Lifestyle reflects the personality and style of women's shoes consumers, and also affects their demand and preference for footwear products.

一般来说，生活方式越活跃的女鞋消费者，对鞋类产品的运动性、休闲性和多样性的要求越高，对鞋类产品的更新换代和尝试新品的意愿越强；生活方式越保守的女鞋消费者，对鞋类产品的经典性、稳重性和保值性的要求越高，对鞋类产品的忠诚度和重复购买率越高。

2.3 Product Properties

Product attributes refer to the characteristics of footwear products, including brand, price, quality, style, color, function, material, etc. Product attributes are the main basis for women's shoes consumers to evaluate and choose footwear products, and also the main means for footwear brands and enterprises to compete differently.

Generally speaking, brand is an important factor affecting the purchase decision of women's shoes consumers. Brand not only represents the quality and reputation of footwear products, but also represents the identity and status of women's shoes consumers. Price is an important limiting factor for women's shoes consumers' purchase decision. Price not only reflects the value and cost of footwear products, but also reflects the consumption ability and level of women's shoes consumers. Quality is an important guarantee factor for women's shoes consumers' purchase decision, quality not only affects the service life and effect of footwear products, but also affects the health and safety of women's shoes consumers; style is an important attractive factor for women's shoes consumers to make purchase decisions, and style not only reflects the fashion and personalization of footwear products, but also reflects the aesthetics and taste of women's shoes consumers; color is an important matching factor for women's shoes consumers' purchase decisions, and color not only affects the visual effect and temperament of footwear products, it also affects the mood and mood of women's shoes consumers; function is an important satisfaction factor for women's shoes consumers' purchase decisions. Function not only determines the applicability and practicability of footwear products, but also determines the comfort and satisfaction of women's shoes consumers.; Material is an important distinguishing factor for women's shoes consumers' purchase decisions. Material not only affects the texture and feel of footwear products, but also affects the environmental protection and sustainable awareness of women's shoes consumers.

2.4评价意识

评价意识是指女鞋消费者在购买鞋类产品前后，对鞋类产品的性价和自身的满意度进行主观或客观的评价和反馈的心理和行为。评价意识影响了女鞋消费者的购买决策的质量和效果，也影响了鞋类品牌和企业的声誉和发展。

Generally speaking, female shoe consumers with stronger evaluation consciousness have higher expectations and standards for footwear products, more comprehensive and in-depth cognition and evaluation of footwear products, and more active and effective feedback and suggestions for footwear products; female shoe consumers with weaker evaluation consciousness have lower expectations and standards for footwear products, and more one-sided and shallow cognition and evaluation of footwear products, the more negative and ineffective the feedback and suggestions for footwear products.

Research Methods of Consumer Purchase Habits of Women's Shoes

根据女鞋消费者购买决策的影响因素，本文提出了以下几种适用于女鞋消费者购买习惯的调研方法，分别是问卷调查、深度访谈、神经网络分析等。

3.1 questionnaire survey

Questionnaire survey is a commonly used research method, through the design of a series of questions, to the target group issued or online to fill in, collect and analyze data, draw conclusions and recommendations. The advantages of questionnaire survey are wide coverage, low cost, simple operation, large amount of data and high reliability. The disadvantages of questionnaire survey are difficult design, low recovery rate, poor validity and complicated data analysis.

问卷调查适用于收集女鞋消费者的个人特征、生活方式、产品属性、评价意识等方面的基本信息，以及她们对鞋类产品的需求、偏好、满意度等方面的一般意见。问卷调查的问题应该尽量简洁、明确、客观、无歧义，避免引导性、暗示性、偏见性、敏感性等。问卷调查的问题可以采用单选、多选、填空、打分、排序、量表等形式，根据不同的目的和内容，选择合适的题型和选项。问卷调查的问题应该按照逻辑顺序和重要程度进行排列，避免跳跃和重复。问卷调查的问题应该尽量平衡正面和负面的内容，避免过于正面或负面的倾向。问卷调查的问题应该尽量涵盖所有可能的情况和答案，避免遗漏和偏颇。

The sample of the questionnaire should be as representative and random as possible to avoid selectivity and bias. The sample size of the questionnaire should be reasonably estimated and determined based on the purpose and scope of the study, as well as the reliability and validity of the data. The stratification of the sample of the questionnaire survey should be based on the focus and differences of the research, as well as the comparison and analysis of the data, reasonable division and distribution.

The distribution and recovery of questionnaires should be carried out in an effective and convenient way to avoid waste and delay. The distribution and recovery of questionnaires can be in paper or electronic form, and the appropriate channels and timing can be selected according to different target groups and occasions. The distribution and recycling of questionnaires should maximize the enthusiasm and coordination of participants and avoid rejection and abandonment. The distribution and recovery of the questionnaire survey can be motivated or rewarded, and the appropriate form and content can be selected according to different participants and conditions.

问卷调查的数据收集和分析应该尽量采用科学和有效的方法，避免错误和失真。问卷调查的数据收集和分析可以采用统计或计算机的工具，根据不同的数据类型和特征，选择合适的方法和技术。问卷调查的数据收集和分析应该尽量清理和筛选无效和异常的数据，避免影响数据的质量和结果。问卷调查的数据收集和分析应该尽量归纳和总结数据的规律和趋势，避免过于细节和琐碎。

问卷调查的结果呈现和建议提出应该尽量采用简明和有力的方式，避免冗长和无效。问卷调查的结果呈现和建议提出可以采用文字或图表的形式，根据不同的读者和目的，选择合适的格式和内容。问卷调查的结果呈现和建议提出应该尽量突出和强调数据的重点和亮点，避免平淡和无趣。问卷调查的结果呈现和建议提出应该尽量客观和实际，避免主观和理想。

3.2深度访谈

In-depth interview is a commonly used research method. Through face-to-face or remote one-to-one or many-to-one conversations with target groups, data is collected and analyzed to draw conclusions and suggestions. The advantages of in-depth interviews are strong pertinence, high quality, wide depth and high flexibility. The disadvantages of in-depth interviews are narrow coverage, high cost, difficult operation, small amount of data, and poor comparability.

深度访谈适用于收集女鞋消费者的个人特征、生活方式、产品属性、评价意识等方面的深层信息，以及她们对鞋类产品的感受、体验、看法等方面的细节意见。深度访谈的问题应该尽量开放、引导、探索、刺激，避免封闭、限制、压抑、干扰。深度访谈的问题可以采用直接、间接、假设、比喻、投射等形式，根据不同的目的和内容，选择合适的方式和角度。深度访谈的问题应该按照自然顺序和关联程度进行提出，避免突兀和无关。深度访谈的问题应该尽量平衡正面和负面的内容，避免过于正面或负面的倾向。深度访谈的问题应该尽量涵盖所有可能的情况和答案，避免遗漏和偏颇。

The subjects of in-depth interviews should be as representative and typical as possible to avoid selectivity and bias. The number of subjects for in-depth interviews should be reasonably estimated and determined based on the purpose and scope of the study, as well as the reliability and validity of the data. The stratification of subjects of in-depth interviews should

According to the research focus and differences, as well as the comparison and analysis of data, reasonable division and distribution.

深度访谈的进行和记录应该尽量采用有效和便捷的方式，避免浪费和延误。深度访谈的进行和记录可以采用面对面或远程的形式，根据不同的目标群体和场合，选择合适的渠道和时机。深度访谈的进行和记录应该尽量提高参与者的积极性和配合度，避免拒绝和放弃。深度访谈的进行和记录可以采用激励或奖励的方式，根据不同的参与者和条件，选择合适的形式和内容。

深度访谈的数据收集和分析应该尽量采用科学和有效的方法，避免错误和失真。深度访谈的数据收集和分析可以采用录音或录像的工具，根据不同的数据类型和特征，选择合适的方法和技术。深度访谈的数据收集和分析应该尽量清理和筛选无效和异常的数据，避免影响数据的质量和结果。深度访谈的数据收集和分析应该尽量归纳和总结数据的规律和趋势，避免过于细节和琐碎。

深度访谈的结果呈现和建议提出应该尽量采用简明和有力的方式，避免冗长和无效。深度访谈的结果呈现和建议提出可以采用文字或图表的形式，根据不同的读者和目的，选择合适的格式和内容。深度访谈的结果呈现和建议提出应该尽量突出和强调数据的重点和亮点，避免平淡和无趣。深度访谈的结果呈现和建议提出应该尽量客观和实际，避免主观和理想。

3.3 neural network analysis

神经网络分析是一种新兴的调研方法，通过利用人工智能和大数据的技术，模拟女鞋消费者的大脑神经网络，收集和分析数据，得出结论和建议。神经网络分析的优点是精准度高，效率高，创新性高，前沿性高。神经网络分析的缺点是技术难度高，成本高，操作复杂，数据敏感。

神经网络分析适用于收集女鞋消费者的个人特征、生活方式、产品属性、评价意识等方面的隐性信息，以及她们对鞋类产品的潜意识、情感、动机等方面的深层意见。神经网络分析的过程应该尽量安全、合法、道德，避免侵犯和损害女鞋消费者的隐私和权益。神经网络分析的过程可以采用脑电图、眼动仪、皮肤电反应等设备，根据不同的目的和内容，选择合适的方式和角度。神经网络分析的过程应该按照科学的原理和方法进行设计，避免偏差和误差。神经网络分析的过程应该尽量平衡正面和负面的内容，避免过于正面或负面的倾向。神经网络分析的过程应该尽量涵盖所有可能的情况和答案，避免遗漏和偏颇。

The objects of neural network analysis should be as representative and typical as possible, avoiding selectivity and bias. The number of objects analyzed by the neural network should be reasonably estimated and determined according to the purpose and scope of the study, as well as the reliability and validity of the data. The stratification of the object of neural network analysis should be reasonably divided and distributed according to the focus and difference of the research, as well as the comparison and analysis of the data.

Neural network analysis should be conducted and recorded in an efficient and convenient manner to avoid waste and delay. The neural network analysis can be carried out and recorded in the form of laboratory or field, and the appropriate channel and timing can be selected according to different target groups and occasions. Neural network analysis should be conducted and documented to maximize the motivation and engagement of participants and avoid rejection and abandonment. Neural network analysis can be performed and recorded in a motivational or rewarding manner, selecting the appropriate form and content based on different participants and conditions.

神经网络分析的数据收集和分析应该尽量采用科学和有效的方法，避免错误和失真。神经网络分析的数据收集和分析可以采用人工智能和大数据的工具，根据不同的数据类型和特征，选择合适的方法和技术。神经网络分析的数据收集和分析应该尽量清理和筛选无效和异常的数据，避免影响数据的质量和结果。神经网络分析的数据收集和分析应该尽量归纳和总结数据的规律和趋势，避免过于细节和琐碎。

神经网络分析的结果呈现和建议提出应该尽量采用简明和有力的方式，避免冗长和无效。神经网络分析的结果呈现和建议提出可以采用文字或图表的形式，根据不同的读者和目的，选择合适的格式和内容。神经网络分析的结果呈现和建议提出应该尽量突出和强调数据的重点和亮点，避免平淡和无趣。神经网络分析的结果呈现和建议提出应该尽量客观和实际，避免主观和理想。

4. Conclusion

本文以女鞋消费者为研究对象，探讨了影响其购买决策的各种因素，包括个人特征、生活方式、产品属性、评价意识等，并提出了相应的调研方法，包括问卷调查、深度访谈、神经网络分析等。本文借鉴了尚普咨询公司在鞋类市场的专业经验和案例，分析了女鞋消费者的市场需求和行为特征，为鞋类品牌和企业提供了有价值的参考和建议。

The purchase decision of women's shoes consumers is a complex psychological and behavioral process, affected by a variety of internal and external factors, the need to adopt scientific and effective research methods, in-depth analysis of women's shoes consumers' psychological characteristics, demand motivation, preference factors.

The purchase decision of women's shoes consumers is a complex psychological and behavioral process, which is affected by a variety of internal and external factors. It is necessary to adopt scientific and effective research methods to deeply analyze the psychological characteristics, demand motivation, preference factors, purchase channels and evaluation criteria of women's shoes consumers, so as to provide strong support for the design, production, marketing and service of footwear products.