Abstract: The internal motivation is very improtant in building product traceability system, while the strong demand of enterprises enhancing brand assets can transform into the internal motivation of building product traceability system. Based on SOR model, this paper analyzes the process of signaling mechanism affecting brand equity formation, and constructs the mechanism model of traceability signal promoting brand equity formation, and empirically tests the effect of product traceability information mechanism on brand equity formation by taking infant milk powder industry in China as an example.The rusults show building brand equity is an effect internal motivation for food enterprises to achieve traceability,traceability signals can promote brand equity formation along dual path: the central path is “information quality  information acquisition  brand recognition  brand switching”，and the marginal path is “information credibility  information adoption  brand emotion  brand switching”. The research provides the basis for strategies of building traceability system and quality signal transmission.

Key words: traceability system, quality safety signal, brand equity, elaboration likelihood model