Based on bounded rationality behavior theory and Lewin’s behavior theory,this paper constructs a theoretical analysis framework of influence of information literacy on farmers’participation in e-commerce,using survey data from 827 apple growers in Shaanxi Province to empirically test the influence of information literacy on e-commerce participation and the causal effect of farmers’internal perception and government promotion in the relationship between information literacy and farmers’participation in e-commerce.The research results show that information literacy has a significant positive effect on farmers’participation in e-commerce; the internal perception of farmers plays an intermediary role in the influence of information literacy on farmers’participation in e-commerce.Specifically,information literacy promotes farmers’participation in e-commerce by improving farmers’ perceived usefulness and ease in agricultural e-commerce; government promotion has a significant positive moderating role in the relationship between information literacy and farmers’participation in e-commerce.It is found that the comprehensiveness,ease of understanding and frequency of promotion will enhance information literacy among farmers participating in the promotion of e-commerce.