| In recent years, with the rapid development of E-commerce, online shopping has become one of the major business models because of its natural advantages, such as efficiency, convenience and none limit of space and time. As the online shopping of market grows, an increasing number of enterprises are trying this model to sell products through the Internet. Agricultural products traceability system has been taken as a management system to ensure food security through clarifying food safety responsibilities. Therefore, apply the tool of E-commerce, to achieve the rapid market extension of traceable agricultural products, is of positive theoretical and realistic significance.in coping with the pressure of food security.Applying factor analysis, structural equation model and multivariate statistical analysis and the data processing tool AMOS 16.0, this study established consumers’ first-order oblique model, second-order confirmatory factor analysis model, and online purchasing intention model for traceable agricultural products, from the aspects of positive and negative expression of explicit and implicit reference points, to explore the formation mechanism of consumers’ online shopping intention through consumer perceived benefits and sacrifice.In this study, it regards consumers’online shopping intention or behavior for traceable agricultural product as a complex decision making process, with reference dependence, especially for consumers’ who have purchased traceable agricultural products online.It concludes that:(1)two kinds of reference points exist in consumers’ online shopping intention for traceable agricultural products, including explicit reference points (price, framing effect, property, promotion, sales volume, evaluation, after sale service and distribution) and implicit reference points(purpose, preference and time). Based on the analysis of 229 samples, we revealed the estimate parameters, which were 0.954,0.953,0.948,0.871,0.861,0.814,0.770,0.677,0.900,0.887,0.828, and they all were significant at 95% confidence level with good model fitness parameters.(2) Consumers’ online shopping explicit reference points have an indirect impact on consumers’ perceived benefits and sacrifice through implicit reference points. Based on structural equation modelanalysis of 235 samples, we found that the positive expression of explicit reference points for online shopping, did not directly impact on consumers’perceived benefits, otherwise it had an indirect impact on consumers’ perceived benefits through implicit reference points, which had the same impact pattern for the negative expression of explicit reference points.(3) Consumers’ perceived benefits and sacrifice have an indirect impact on online shopping intention through consumers’ attitude. Based on the analysis of consumers’ online purchasing intention model, we fount that consumers perceived benefits doesn’t have the significant impact on consumers’ online shopping intention, but it had the significant impact on consumers’attitude, which means consumers perceived benefits has an indirect impact on consumers online shopping intention through consumers’ attitude, and that is the same impact pattern for consumers perceived sacrifice.(4) Consumers’ online shopping intention for traceable agricultural product is partly different from ordinary agricultural product. For ordinary agricultural product online shoppers, they think more of the products’ price, after-sale service, and the properties of the product and online shopping system, and that differed from those traceable agricultural product buyers, which are more concentrated on their preference and shopping purpose considering their speciality. As a result, online retailers have to position their internet marketing strategy as satisfying consumers’ online shopping purpose, cultivate consumers’ preference and attitude for traceable agricultural product by working on consumers’ evaluation, product price and properties, and after-sale service.
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