摘要：Based on the composite perspective of product, consumer cognition and consumer emotion, this paper establishes a research model of consumer purchase behavior of agricultural products traceability information. Through the questionnaire survey of urban consumers in a city, the correlation analysis and regression analysis are used to calculate the influence coefficient of various kinds of traceability information on consumer purchase behavior. This paper empirically analyzes consumers’ preference for traceability information of fresh agricultural products. The results show that: the group of online purchase of traceable fresh agricultural products is mainly young women aged 26 - 35; most of them have higher education level and stable income level. Traceability information, food safety, product display, shopping experience, safety value, information value and economic value of fresh agricultural products have significant positive effects on customers’ purchasing behavior. Finally, it is proposed that enterprises should improve the traceability information of fresh agricultural products according to the needs of customers, so as to avoid the high cost caused by the pursuit of too much traceability information.
