Abstract: Rural e-commerce, as an important driving force for promoting the rural economic transformation and increasing the speed
and efficiency, is crucial to solving the "three rural issues". Farmers' willingness has become a prerequisite for the development of
rural e-commerce. Using empirical survey data and the Logistic-ISM method, this study identifies significant factors that affect
farmers' willingness to adopt e-commerce in rural areas, and the logical hierarchical relationship among all factors was analyzed on
this basis. It is a feasible strategy to actively guide and publicize rural e-commerce through various media, to strengthen the
practicality and operability of rural e-commerce technologies and platforms, to improve the degree of organization of farmers and
increase training efforts.

Key words: rural e-commerce, willingness, Logistic, ISM, farmers' behavior