Through integrating three technology adoption theory models,including TRA,TTF and TOE,this paper builds the influence factors model of the adoption of e-commerce of agricultural products,which are provided by new type of agricultural operator. SEM is utilized to examine the model according to the questionnaire data of 589 new type of agricultural operators in Hubei Province. Moreover,multi-group SEM is formulated to conduct contrastive analysis on influence factors in the adoption of e-commerce agricultural products for different types of new type of agricultural operator. The empirical results indicate that:e-commerce talents,logistic conditions,capital adequacy and policy support,have the most significant influence on the willingness of a new type of agricultural operator to adopt the e-commerce of agricultural products. E-commerce talents and policy support are critical influence factors in willingness of family farms and large and specialized agricultural family operations to adopt e-commerce of agricultural products. In comparison,farming cooperatives pay greater attention to effects and capital adequacy. It is suggested that family farms and large and specialized agricultural family operations should be encouraged a wider adoption of agricultural products e-commerce,and farming cooperatives should highlight its leading role,focusing on developing the depth of agricultural e-commerce adoption.