The research on the willingness of farmers to purchase online is more and more concerned by the business community and the academia. This paper analyzes how the mechanism innovation of electronic business platform affects the willingness of online purchasing by influencing farmers’ adoption readiness and perceived risk. On the basis of an on-site questionnaire survey, 832 valid samples were analyzed by SEM and bootstrap techniques. The result reveals that there are significant positive direct and indirect effects on the intention of farmers’ online shopping, and the adoption readiness and the perceived risk are part of the mediating role in the online shopping intention of farmers. The indirect mediation of the adoption readiness is greater than the indirect mediation of the perceived risk. Finally, the management implications of the research results are discussed.