Based on the survey data of 172 pork sellers in 5 wholesale markets in Beijing,this paper analyzes wholesale market sellers' willingness to participate in the pork traceability system and its influencing factors based on the explanation of reputation incentive and risk transfer.The results are as follows:the overall pork traceability system cognitive level of pork sellers in wholesale markets is not high,television and radio,network,the government announcement are the main channel for pork sellers to understand the pork traceability system;after the information intensive,the willingness of pork sellers to participate in the pork traceability system is higher,specifically,most of respondents say that they are very willing or more willing to participate in the pork traceability system;sales promotion,accountability trust,sales volume significantly affect the willingness of pork sellers to participate in the pork traceability system;specifically,the pork sellers who think participating in the pork traceability system is helpful to promote the sales of pork,the pork sellers who believe that it can be traced to the exact responsible person once sales of pork have quality and safety problems in breeding or slaughter and processing links,and the pork sellers who sell more than 500 kg pork per day,are more likely to be willing to participate in the pork traceability system.Finally,according to the conclusions of the study this paper puts forward relevant countermeasures and suggestions.%利用北京市5家批发市场172位猪肉销售商的调查数据,基于声誉激励与风险转移的新解释视角,从理论和实证两方面分析了批发市场销售商参与猪肉可追溯体系意愿的影响因素,研究发现:批发市场销售商对猪肉可追溯体系的认知水平整体不高,电视广播和网络是猪肉销售商了解猪肉可追溯体系的主要渠道;信息强化后,销售商参与猪肉可追溯体系的意愿程度较高,多数销售商愿意参与猪肉可追溯体系;销售促进、追责信任、销售数量显著影响销售商参与猪肉可追溯体系的意愿,具体而言,认为参与猪肉可追溯体系对促进猪肉销售的作用大、相信自己销售的猪肉因养殖或屠宰加工环节原因出现质量安全问题时可以确切追查到相关责任人、猪肉日销售量在500 kg及以上的猪肉销售商愿意参与猪肉可追溯体系的可能性更大.最后根据结论提出对策建议.
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