Cold Chain Logistics Service Quality on the Willingness of Online Shopping Fresh Products Based on Logistic Regression Model

摘要

Based on the background that fresh-chain e-commerce logistics is rapidly developed recently in China, this paper attempts to reveal factors that may affect the consumers' willingness to purchase fresh products online and further obtain the corresponding data combining consumer behavior theory and cold-chain service elements. Logistic regression model was used to quantitatively analyze the influence of different cold chain service elements on consumers' willingness to purchase fresh products online. Combining the empirical results, the corresponding improvement suggestions for fresh product cold chain logistics service quality were proposed.