Objective Leather mid-calf boots have become a key sub-category in the online women's boot market, ranking at the forefront of both sales share and repurchase rates. However, this market prominence coincides with significant experiential pain points within the online shopping environment, such as the inability to physically feel materials, try on for fit, or directly assess craftsmanship. Thus, to address the unclear decision-making mechanisms governing female consumers' purchase of leather mid-calf boots in e-commerce, it is essential to precisely identify and systematically classify the core demand factors influencing purchase intention, thereby providing a quantitative basis for optimizing product design, marketing strategies, and service offerings.

Method An integrated "Kawakita Jiro Method (KJ)-Kano Model (KANO)" analytical framework was constructed. First, primary demand data from female consumers regarding leather mid-calf boots were systematically collected through literature review, analysis of top-selling product pages and user reviews on major e-commerce platforms, and open-ended questionnaire surveys targeting consumers who had purchased such boots online at least three times in the past year. A total of 418 valid raw statements were extracted. The KJ method was then applied by a three-expert panel to cluster these raw demands based on affinity, resulting in three first-level demand factors (visual orientation, emotional orientation, functional orientation) and twenty second-level demand factors (e.g., toe shape, color decoration, material texture, brand collaboration, reputation, price discount, style characteristics, etc.). Subsequently, a Kano questionnaire with paired positive and negative questions for each of the 20 factors was administered using a five-point Likert scale. A total of 535 questionnaires were distributed online via the Wenjuanxing(WJX) platform, and 531 valid responses were collected (effective rate 99.25%). The sample was predominantly aged 31-40 (41.05%) and over 40 (35.78%), with a bachelor’s degree or above (91.15%), closely matching the target consumer profile of urban mature women with strong purchasing power. Cross-analysis according to the standard Kano evaluation table was performed to classify each demand factor into Must-be Quality (M), One-dimensional Quality (O), Attractive Quality (A), or Indifferent Quality (I). Better-Worse coefficients and sensitivity R values were further calculated to quantify the impact of each factor on user satisfaction.

Results The research revealed a clear consumer decision-making logic: "Must-be qualities build the trust foundation, one-dimensional qualities drive core satisfaction, and attractive qualities create differentiated advantages." Specifically, brand collaboration, merchant credibility and word-of-mouth, graphic description quality, craftsmanship quality, and toe shape were identified as Must-be needs, forming the essential threshold for purchase. Style characteristics, material and texture, color decoration, and pattern decoration were classified as One-dimensional needs, whose fulfillment shows a positive linear correlation with satisfaction. Price discounts, price protection services, personalized recommendations, heel height, matching scenarios, wearing methods, offline shopping experience, and others were classified as Attractive needs, capable of significantly enhancing satisfaction and creating delight. Four factors (sole shape, search/interaction, logistics/delivery, specific styles) were identified as Indifferent needs. Better-Worse coefficients for Must-be needs showed worse values ranging from 0.230 to 0.671, while One-dimensional needs had worse values from 0.590 to 0.659, and Attractive needs had better values from 0.545 to 0.709, confirming their distinct roles.

Conclusion Based on the hierarchy of needs and sensitivity R values, a "5∶3∶2" strategic model for resource allocation is proposed: allocate 50% of resources to guarantee Must-be needs (ensuring basic trust and functionality), 30% to optimize One-dimensional needs (systematically improving core satisfaction drivers), and 20% to develop Attractive needs (creating surprise and differentiation). The integrated "KJ-KANO" framework provides scientifically grounded and effective decision-making support for product development, precision marketing, and service optimization in women's footwear e-commerce. The findings also offer transferable strategic insights for product innovation and marketing initiatives across other consumer goods sectors and platforms, such as apparel, bags, and accessories.