本研究之目的為探討消費者消費行為與天氣現象之間的關係，以及影響其表現之因素。本研究蒐集台灣2011~2013年百貨業績及天氣資訊之樣本，並將折扣活動及週末等確實會影響消費者消費行為之因素列為控制變數，觀察在消費者在控制變數的影響下，天氣是否仍會影響消費者的消費行為。

實證結果發現，天氣確實會影響消費者之消費行為，透過迴歸分析可得知：在台灣地區，日照時數及相對濕度會對消費者消費產生正向影響，日照時數越長及相對濕度越高，都會使得消費行為增加；而氣溫、降雨量則會產生負向影響，氣溫的升高及降雨的產生都會降低消費者的消費行為。

The aim of this study is to analysis the effect of weather on consumer spending during the period from 2010 until 2012. We consider sales as consumer spending dimension and apply both Pearson product-moment correlation and multiple regression analysis in the research, the results are as follows:
(1) Sunshine Effect is a hot issue in finance last decade, there is Sunshine Effect in retailing, especially in department store.
(2) There is a negative impact between air temperature, precipitation and consumer spending.
(3) There is a positive impact between duration of sunshine, relative humidity and consumer spending.

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