In addition to price factor, the contextual factor also has significant impact on e-commerce consumers' purchasing behaviors. Festival is one of the important contexts, but the study of the users' online purchasing behaviors in festival context is rare. Based on this, this paper analyzes the sales data of Jingdong books for recent three years. The results not only proved the direct stimulation impact of the price on the purchasing behavior, but also found that the E-commerce festive promotions have significant impact on the users' online purchasing behaviors;however, the national holidays have...
