消费者购买行为的假日效应——基于扫描数据的微观实证  

The Effect of Holidays on Consumer's Purchase Behavior——A Micro-econometric Study Based on Scanner Data

作　　者：李国栋[1] 

机构地区：[1]上海海事大学经济管理学院,上海201306

出　　处：《财经论丛》2014年第9期82-89,共8页Collected Essays on Finance and Economics

基　　金：教育部人文社会科学研究青年基金资助项目(10YJC790127);上海海事大学科研基金资助项目(20100105)

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。Being different from the existing literature on holiday economy,this study explores the effect of holidays on consumer's purchase behavior empirically on the basis of consumer's purchase records of retailer scanner data with micro-econometric methods. Using beer as a representative of seasonal goods,the category analysis indicates that its sales are significantly seasonal and holidays are the demand peaks. Applying the 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,with the same amount of discount,more sales can be obtained in holidays than in non-holidays.

关 键 词：扫描数据 购买行为 假日效应 季节性商品 

分 类 号：F270[经济管理—企业管理]