Abstract: Different from existing literature on holiday economy, this study explores the effect of holidays on consumer's purchase behavior empirically based on consumer's purchase records of retailing scanner data using microeconometric methods. Using beers as the representatives of seasonal goods, category analysis indicates its sales are significantly seasonal and holidays are the demand peaks. Applying multinomial logit model to the consumer's purchase records, this study finds that price and discount are the main factors that affect consumer’s purchase decision, and that consumer’s willingness to pay for discount goes up significantly during holidays. Therefore, given the same amount of discount, more sales can be obtained in holidays than in non-holidays.

摘要： 区别于研究假日经济的已有文献，本文基于零售扫描数据的消费者购买记录，对消费者购买行为的假日效应进行微观实证研究。选取啤酒作为季节性商品的代表进行品类加总分析，结果表明其销量具有明显的季节性，节假日是其显著需求高峰期。使用多项logit模型分析消费者的购买记录，发现价格和折扣是影响消费者购买决策的主要因素，节假日期间消费者对折扣的支付意愿有明显上升，因此节假日期间商品能以相同的折扣获得比非节假日期间更大的销量。