实现农产品可追溯是农业企业重要的营销工具。本研究将农产品追溯信息呈现时机划分为购前可查询和购后可查询两个维度，探讨农产品追溯信息呈现时机对消费者购买意愿产生的影响。通过4个正式实验发现：农产品追溯信息购前可查询（vs.购后可查询）更能提升消费者风险控制感，从而提高其购买意愿；相较于认证型农产品，当面对普通型农产品时，追溯信息购前可查询（vs.购后可查询）对风险控制感的提升作用更强；相较于感觉型消费者，当面对理性型消费者时，追溯信息购前可查询（vs.购后可查询）对风险控制感的提升作用更强。本研究丰富了农产品追溯信息呈现时机与消费者决策关系的研究，所得结论可为农业企业选择合适的追溯信息呈现时机、提升农产品追溯价值提供理论支撑。

The implementation of product traceability is an important marketing tool for agricultural enterprises. This study categorizes the timing of its presentation into two dimensions: pre-purchase accessibility and post-purchase accessibility, and explores its impact on consumer purchase intention. Through four formal experiments, we found that: pre-purchase (vs. post-purchase) accessibility of traceability information enhances consumers’ sense of risk control, thereby increasing purchase intention; compared to certified agricultural products, pre-purchase (vs. post-purchase) accessibility of traceability information has a stronger effect on enhancing risk control when consumers are confronted with non-certified products; and for rational consumers, pre-purchase (vs. post-purchase) accessibility of traceability information has a stronger effect on enhancing risk control than for emotional consumers. This study enriches the understanding of the relationship between agricultural product traceability and consumer decision-making, The findings provide theoretical support for agricutural enterprises in selecting the appropriate timing for presenting traceability information and enhancing the value of product traceability.