With both domestic transgenic rice and imported transgenic soybean oil as object of study,Shang-hai consumers’cognition and willingness to consuming(WTC)transgenic food were investigated and the factors influencing Shanghai consumers’WTC were comparatively analyzed by a seemingly unrelated regression model. The results showed that the positive information has a positive impact on the consumers’WTC but the negative information predominates when there are both positive and negative informations at the same time;The consumers’ connatural cognition and safety evaluation of transgenic soybean oil have a significant positive effect on the WTC;Influences of negative events and attitude to compulsory labeling system are negative;The WTC is also influenced to different extents by such factors as sexes,minors of family,professions and incomes as well as reading of label information,evaluation of control effect and purchasing frequency;The factors influencing the WTC are signifi-cantly different between transgenic rice and transgenic soybean oil.%以国产转基因大米和进口转基因大豆油为研究对象，调查了上海市消费者对转基因食品的认知和消费意愿[Willingness to consuming（WTC）]，采用似不相关回归模型比较分析了影响消费者对这两种转基因食品消费意愿的因素。结果表明：正面信息对消费者的影响是积极的，当正负两方面信息同时存在时，负面信息占主导地位；消费者的固有认知和对转基因大豆油的安全性评价显著正影响其消费意愿；负面事件和对实施强制标识制度的态度的影响是负向的；消费意愿还受到性别、家庭未成年成员情况、职业和收入等特征因素和标签信息阅读情况、对监管效果的评价、购买频率等不同程度的影响；消费者对转基因大米和转基因大豆油的消费意愿的影响因素有明显的差异。
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