節慶與產品銷售的關聯性分析 —以W公司為例

臺灣的傳統節慶對社會和經濟的影響日益凸顯。農曆新年、端午節和中秋節作為臺灣的三大重要節慶，不僅承載著悠久的文化傳承，還對消費、旅遊和市場等方面產生重要影響。這些節慶期間，民眾的消費行為明顯增加，特別是在購買年節伴手禮、禮盒和年菜等方面，形成了獨特的節日經濟現象。然而，儘管節慶是民眾消費的一個重要影響因素，目前文獻中對此議題的相關研究仍然不足。本研究以個案W公司為例，蒐集W公司在臺灣三大節慶，包含農曆新年、端午節和中秋節的直營門市和線上銷售相關資料。首先，透過敘述統計分析銷售變化的趨勢，接著進行迴歸統計分析以探討節慶對產品銷售的影響。研究結果顯示，節慶對產品銷售及來客數均有顯著且正向的影響，其中以農曆新年的影響最大。這些結果可為W公司及其他相關企業在設計促銷活動和制定行銷策略時提供參考依據，幫助企業更有效地利用節慶效應來提升銷售和吸引顧客。

關鍵字

毛豬；伴手禮；節慶效應；傳統節慶

並列摘要

Taiwan's traditional festivals have an increasingly significant impact on society and the economy. The three major festivals in Taiwan, including Lunar New Year, Dragon Boat Festival, and Mid-Autumn Festival, not only carry a rich cultural heritage but also significantly influence consumption, tourism, and the market. During these festivals, consumer behavior markedly increases, especially in purchasing holiday gifts, gift boxes, and festive meals, creating a unique holiday economy. However, despite the significant influence of these festivals on consumer spending, there is still a lack of related research in the current literature. This study uses Company W as a case study and collects sales data from both its physical stores and online platforms during Taiwan’s three major festivals—Lunar New Year, Dragon Boat Festival, and Mid-Autumn Festival. First, descriptive statistics are used to analyze sales trends, followed by regression statistical analysis to explore the impact of festivals on product sales. The results indicate that festivals have a significant and positive effect on product sales and customer numbers, with the most substantial impact observed during the Lunar New Year. These findings can serve as a reference for Company W and other related enterprises in designing promotional activities and marketing strategies, helping businesses more effectively leverage the festival effects to boost sales and attract customers.