Analysis On The Influence Of The Application Of Pork Traceability Systemon Consumers' Purchase Intention In Yanbian Area

China is a big country of pork consumption and production in the world.However,with the frequent occurrence of food safety events in recent years and the continuous improvement of people's living standards with the fast-growing economy,people more and more concern about the safety of pork production.Taking the theory of planned behavior and consumer behavior as the theoretical support,and on the basis of drawing from the research results of other scholars,this paperresearches the willingness to pay of consumers after applying pork traceability system.Besides,taking the consumers in Yanbian as the research object,this paper investigates the pork consumption market in Yanbian,and studies the consumers'willingness to pay by constructing the model of consumers' willingness to pay for the construction of pork traceability system.The research shows that the attitude,subjective norms and perceptual behavior controlhave significant positive influence onconsumer purchase intention,and perceived risk has a regulatory effect between the attitude and consumer purchase intention.From the perspective of empirical analysis,the majority of consumers are willing to buysafe pork by pork traceability system.However,in the context of premium,consumers responsevaries widely.Nearly 52%of consumers support to buy safe pork at a premium of less than 10%,36%of them support at a premium of between 10%to 20%.The two items together account for 88%,and 12%of consumers agree to pay a premium of more than 20%.At the same time,through the investigation and statistical analysis,it is concluded that the consumers' cognition on traceable pork is not high,the cognitive content is not comprehensive,and they lack confidence in the formal channels of traceable pork.Based on the above research and the current situation of consumers' purchase of traceable pork in Yanbian,this paper puts forward the followingsuggestions for the development of Yanbian pork traceability system.From the perspective of government,first,it is necessaryto strengthen the publicityfor consumers and improve consumers' cognition;second,provide policy and financial support for the application of traceable system;third,establishand improve relevant laws and industry standards;last,establish a perfect and rapid claim systemso that consumers can rest assured.From the perspective of enterprises,in the case of ensuring quality,it is necessary to reduce costs,increase publicity,and expand marketing channels so that consumer can consume more conveniently.