生鲜农产品供应链中电子商务信任模式与盈利水平关系分析

On Relationship Between Trust Mode of E-commerce and Profitability in Fresh Agricultural Products Supply Chain

生鲜农产品是农村电子商务发展的重要环节,搭建利于电子商务发展的生鲜农产品供应链需要多个部门的协同配合。鉴于此,根据我国当前的生鲜农产品与电子商务结合模式,采用深度调查的方法从消费者角度统计了模式选择数据,并利用Multinomial Logistic(多分类逻辑)回归模型研究了最佳盈利水平下的生鲜农产品电子商务平台销售选择模式。研究表明,在成本和价格期望值基本一致的情况下,B2C模式的信任水平更高,消费者选择的可能性更大,对应平台的盈利能力更强。

The sales of fresh agricultural products are an important part of rural E-commerce development.To build a supply chain of fresh agricultural products suitable for E-commerce development needs the cooperation of multiple departments.Considering current model of fresh agricultural products in E-commerce in China,deep survey method is adopted in which the data of consumers’choices of models are collected for statistics And then Multinomial Logistic regression model(multiple classification logic)is used to find out the most profitable among different E-commerce platform of fresh agricultural products.The research shows that when the cost and price expectation are basically the same,B2C model is the most trusted,most likely to be chosen by the consumers,and the platform of this model is the most profitable.