| Abstract |
| The purpose of this study was to analyze the purchasing status of female shoes and the perceived service quality based on fashion attitude by character of female consumer groups in 30s-40s. As a method, both written reference review and empirical research were made. Of 301 returned questionnaires, 280 were used for the data analysis. Data was analyzed by percentage, frequency, mean, ANOVA descriptive statistics, factor analysis, cluster analysis, and Duncan`s multiple range test by means of SPSS.
As the result, three factors of fashion attitude; beauty-fashion attitude, economical-practical attitude and social grade attitude were identified. The perceived service quality of shoes shops were classified into four dimensions of service qualities; shoe-fitter service, product service, establishment service and policy service.
The result showed significant differences among these 3 fashion attitude and 4 factors of the perceived service quality determined by ANOVA and Duncan`s multiple rage test.
Based on these results, shoes industry should be more concerned about shoefitters, shoes shop service, consumer behavior and entire shoe marketing strategies of developing new shoes brand and products were suggested. |
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| Key Words |
| 여성화, 구매실태, 패션태도, 서비스품질지각, 슈피터, Female shoes, Purchasing status, Fashion attitude, The perceived service quality, Shoe-Fitter |
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