S’ decisionmaking behavior. Our findings are consistent with a lot of scholars’ studies [858] and are also in line with theoretical and logical expectations. Nevertheless, because of the complexity of farmers’ capital endowment, we utilised four variables, economic capital, social capital, information capital, and human capital, to measure capital endowment. According to the regression final results of unique capital endowments on farmers’ willingness to participate in ecommerce sales and sales behavior, only human capital substantially impacts farmers’ willingness to take part in ecommerce sales. In contrast, the effects of financial capital, social capital, and info capital will not be substantial. Nevertheless, there are variations among this investigation as well as the conclusions of some scholars, specially the investigation conclusions of Liu et al. [1]. They pointed out that the apple farmers’ social capital includes a positive influence on selling their solutions by way of ecommerce. At the identical time, the study explored the differences inside the behavior and willingness of farmers to take part in ecommerce in the point of view of willingness and behavior correlation. The effects of economic capital, social capital, and info capital in capital ODC1 Protein C-6His, N-T7tag endowment on farmers’ willingness to participate in ecommerce sales weren’t considerable. The impacts on the village industrial improvement atmosphere on farmers’ participation in ecommerce sales behavior had been also not significant. The study benefits are consistent with the study of the majority of the scholars inside comparable directions [89,90]. As a result of differences in farmers’ household capital endowment and external environment, unique farmers will make behavioral choices based on distinctive household revenue targets, which sooner or later results in considerable inconsistencies amongst farmers’ behavioral decisions and willingness [91]. This also provides new tips to promote the transformation of farmers who are prepared to participate in ecommerce sales, but not in ecommerce sales behavior. Furthermore, the differences within the farming scales of farmers may perhaps additional have an effect on the differences in farmers’ willingness and behavior to take part in ecommerce sales. The proportion of largescale farmers’ willingness to take part in ecommerce sales and sales behavior is higher than that of smallscale farmers. The variables affecting the willingness and behavior of large and smallscale farmers to participate in ecommerce are significantly distinct, that is because the same as in the study of Xie et al. [92] and Lu et al. [93], and variations in behavior and willingness decisionmaking among farmers of distinctive scales were also identified. 6. Conclusions Making use of data from field research carried out by the project group in Shaanxi and Sichuan Recombinant?Proteins High mobility group protein B1 Protein Provinces in 2018, this study made use of a bivariate Probit model to estimate the effects of village atmosphere and capital endowment on ecommerce sales behavior. It examined the effects of village atmosphere and capital endowment on ecommerce sales intentions and ecommerce sales behavior of farmers of unique sizes primarily based on a farmer differentiation point of view. The empirical outcomes showed that the village atmosphere is an necessary issue affecting ecommerce sales and ecommerce sales behavior. Village infrastructure atmosphere, village industrial improvement environment, and village policy assistance environment all had significant optimistic effects on ecommerce sales willingness, and village infrastructure environmen.