Abstract: Logistics product selection behavior is a typical multi-attribute decision-making problem, which can reflect the characteristics of consumer behavior preferences and has an important impact on the optimization of logistics services. Combined with theory of reasoned action（TRA）, the logical process of consumer logistics product selection behavior decision-making is explained, and consumers types are divide based on risk preference. Taking the logistics price, time, security, reliability, convenience are selected as the attribute set of logistics products, determining the weight by information entropy and the preference weight on each attribute through utility objective function, and the optimal decision-making scheme is solved by Electre method. Based on this, the decision-making mechanism of consumers choice behavior is revealed from a qualitative perspective, thus guiding consumers to choose the best logistics product service scheme.

Key words: logistics product, choice behavioral decision, utility function, Electre method