Rce to promote rural ecommerce development [13]. As outlined by the China Rural ECommerce Development Report (2019020), China’s rural Pomalidomide-6-OH Purity & Documentation network sales exceeded 1.7 trillion yuan in 2019, such as 397.five billion yuan of agricultural products’ network sales. Globally, rural ecommerce has turn out to be an critical tool for small farmers to dock effectively using the big market [14]. On the other hand, in rural China, the dominance of smallscale farmers and the highly dynamic marketplace organization system make classic sales channels mostly capture agricultural solutions [15]. While most farmers have been concerned concerning the greater anticipated advantages of ecommerce, the actual method of farmers’ willingness and degree of participation in ecommerce varies extensively. Together with the constraint of resource endowment, digital infrastructure, and also other things, ecommerce shows the qualities of uneven regional development, specifically in rural locations [16]. There are additional misconceptions in regards to the perception of rural ecommerce, and also the degree of farmers’ ecommerce participation is just not higher [17,18]. Generally, as a potential actor of ecommerce sales, farmers are likely to identify the efficiency of rural ecommerce promotion by regardless of whether they conduct ecommerce sales or not [19]. Numerous studies have recognized the importance of rural farmers’ participation in ecommerce sales channels for improving their revenue, decreasing poverty levels, and upholding a improved way of life (for instance Jin et al. [20], Huang et al. [21], and Nadarajan et al. [22]). In academia, farmers’ participation in ecommerce sales behavior and its influencing elements mostly concentrate on two elements: First, the evaluation of internal elements, which include personal characteristics, family enterprise qualities, and psychological cognition. Among them, Lin et al. [23] pointed out that farmers with higher resource endowment and ecommerce awareness levels are much more most likely to adopt ecommerce sales. Zeng et al. [24] located that the richer the farmers’ preceding encounter in entrepreneurship and coaching, the more likely they’re to adopt ecommerce sales behavior. Cui et al. [25] and Dan and QiHong [26] identified that social capital had a substantial positive impact on farmers’ ecommerce sales behavior by expanding their access to information and facts. Second, external things such as infrastructure, logistics status, and facts media are analyzed. Leroux et al. [27] analyzed farmers’ participation in ecommerce sales behavior in ecommerce demonstration counties and located that farmers in areas with far better laptop or computer gear and network Cymoxanil Biological Activity infrastructure were extra likely to take part in sales. Fecke et al. [28] discovered that each mass media channels and organizational channels are crucial aspects influencing farmers’ participation in ecommerce sales behavior. In addition, lots of scholars have focused onAgriculture 2021, 11,3 ofexamining the impact of a precise factor, including the size of farms, policy support, and network externalities, on farmers’ participation in ecommerce sales behavior (such as Baourakis et al. [29], Banerjee et al. [30], and Beckman et al. [31]). The above investigation benefits offer a valid reference for studying farmers’ participation in ecommerce sales behavior, but several directions is often expanded. Initial, despite the fact that previous research have focused on the influence of a particular capital endowment of farmers and the external environment on farmers’ participation in ecommerce sales behavior, fewer research have combined the two. Usually.