狂牛病、三聚氰氨、塑化劑、瘦肉精等事件相繼的發生，各界對於農產品安全的關注與要求與日俱增。政策可以引導農產品產業安全品質的發展，我國自2003 年起陸續推動農產品產銷履歷系統平台，然而完整的履歷系統需要政府進一步跨部會整合、統合供應鏈中各個利害關係人並需投入龐大資源方能確保政策運作順暢，達成保障國民健康的目標。有鑒於此，目前農產品產銷履歷政策成效值得公共政策或公共管理學者進行有系統地研究。本文進行兩部份實證研究：第一部份以問卷與面談方式蒐集12 位產、官、學、流通及檢驗不同領域專家的意見，再以層級分析法建構並實證我國推動產銷履歷之關鍵成功因素模式（包含六大構面與十八個子因素）；第二部份則透過272 份消費者有效問卷以KANO 法探討消費者對產銷履歷標章資訊的認知與對品質要素的需求。經研究發現，專家學者認為影響農產品產銷履歷推動的前三項關鍵成功因素的構面分別為「政府管理」、「生產及加工業運作」與「消費者認知」。另外在消費者問卷調查上，我們區別出六類標章資訊品質要素，並用結構方程模式驗證一維、魅力及必要品質要素對消費者選購具履歷認證農產品意願的影響程度。

Due to the incidents of mad cow disease, lean meat powder, melamine, plasticizer,etc., public concern about food safety is increasing. By addressing food safety issues, our government had constructed and implemented Taiwan’s Agriculture and Food Traceability (TAFT) policy since 2003. To assure TAFT’s major target for guarding consumer’s health, government needs to input massive resources such as cross departmental coordination, companies-wide alignment in food supply chains. However,the progress and effect are to be evaluated. In this article, we conducted two empirical studies: first, the key successful factors of the TAFT are explored by the AHP method through 12 experts’ responses; second, the consumer’s perception toward label information of TAFT-certificated products by KANO’s model through 272 survey samples. The results show that management by government, operations by producer and manufacturer, and consumer’s perception are three most important key successful factors among six; Besides, six KANO’s quality-requirement categories were classified on the label information; and three categories of one-dimension, attractive and must-be have significant influences on consumers’ attitude toward purchasing TAFT-certificated products.