Abstract: Farmers' e-commerce entrepreneurship, as an important part of the development of rural e-commerce, has had a positive impact in promoting the modernization of agriculture and rural areas, and integrating development of rural the primary, secondary and tertiary industries. How to promote the active participation of the majority of farmers in e-commerce entrepreneurship has also become an important issue of concern in the practice and research of rural revitalization. Although existing studies have discussed the influence of macro-environmental and micro-individual level factors on the decision-making of e-commerce entrepreneurship of farmers, most of them have neglected the important fact of synergistic effect between multi-level factors. Therefore, this paper explores the question of how multi-level factors synergistically influence farmers' e-commerce entrepreneurial decisions in the context of rural revitalization and the actual situation of rural e-commerce development. First, based on deductive logic, this paper follows the research framework of the cross-cultural cognitive model, and combines institutional theory, social network theory and entrepreneurial learning theory to divide the elements proposed in the model at a finer granularity, so as to construct a configurational research framework for e-commerce entrepreneurship among farmers. Subsequently, 547 cases of e-commerce entrepreneurship decision-making of farmers with different outcomes were collected through semi-structured interviews and questionnaires. Finally, the complex driving mechanism of the multi-dimensional elements of institutional environment, social network and entrepreneurial learning on farmers' e-commerce decision-making was analyzed from the configurational perspective by using the combined research method of necessary condition analysis (NCA) and qualitative comparative analysis (QCA). The results show that, firstly, no single factor constitutes a necessary condition for farmers to participate in the decision-making of e-commerce entrepreneurship. Secondly, there are three decision-making paths to promote farmers' participation in e-commerce entrepreneurship, namely, the following entrepreneurship path under institution-driven with network scale-support, the innovative entrepreneurship path under institution-helping with integrated network-support, and the leading entrepreneurship path under institution-driven with dual network-support. Additionally, compared to the other two paths, the first path that namely the following entrepreneurship path under institution-driven with network scale-support is more likely to effectively activate farmers' e-commerce entrepreneurial decisions. Thirdly, two types of configurational paths, which named as cognitive dimension and entrepreneurial learning deprivation, and social network deprivation could lead farmers to make decisions to refuse to participate in e-commerce entrepreneurship. Based on the above results, this paper proposes three practical paths to promote farmers' participation in e-commerce entrepreneurship by building a good institutional environment for rural e-commerce entrepreneurship, guiding farmers to reasonably choose their own form of entrepreneurial learning, and building an e-commerce eco-industry chain for rural revitalization through the collaboration of multiple subjects. The theoretical contributions are as follows: first, the introduction of the configurational research method into the study of farmers' e-commerce entrepreneurship problems is both an attempt to apply an emerging research methodology and a systematic test of previous studies; secondly, the combination of NCA and QCA is used to analyze the necessary and sufficient causal relationships between multi-level factors and different e-commerce entrepreneurial decisions of farmers, which enriches the study of farmers' e-commerce entrepreneurial behaviors; thirdly, the complex influence mechanism of multi-level factors on farmers' e-commerce entrepreneurship decisions is explored based on the configurational perspective, which is of great theoretical significance for revealing the multifaceted paths to stimulate farmers' e-commerce entrepreneurship motivation.

Key words: e-commerce entrepreneurial decision-making, configurational effect, institutional environment, social network; entrepreneurial learning