In recent years, the international succession of food safety incidents, from mad cow disease, clenbuterol, avian flu ... and other diseases, the domestic also occurred more than pesticide residues and other food safety incidents, not only caused consumers panic, but also to consumers Food safety concerns, the source of agricultural management and health and safety has become the public concern of the issue. In order to ensure the health and safety of consumers and to enhance the concept of product safety and product responsibility of agricultural producers, the development of safe agriculture has become a new trend of future agricultural development. In recent years, the Government has actively promoted the safety of fruits and vegetables in Kyrgyzstan Park, the production and marketing of agricultural products, and the establishment of the ＂Taiwan agricultural production traceability system＂, so that consumers can from the farm to the table can be traced back to the production and supply system, strengthen agricultural safety checks to increase consumer confidence and purchase intention The This study focuses on the impact of the production traceability system (QR CODE) on the consumer's product involvement, trust and perceived value on the purchase intention. The method was used to facilitate the sampling of the questionnaire to collect relevant information, and use the relevant statistical methods for analysis and verification to verify the structure of this study.