In China, a number of rural households have participated in emarket place through ecommerce platforms. The platform enterprises have built a set of institutional system to ensure the trading activities online successfully. In the meanwhile, online fake goods has become a hot issue. An interesting question is whether the development of ecommerce has strengthened or weakened the farmers consciousness of integrity operation. Theoretically, platformbased ecommerce affects the consciousness of integrity operation in both a positive way and a negative way. The former is derived from the consumer rights protection mechanism and seller behavior control system, while the latter is because platformbased ecommerce to some extent provides a convenient channel for the sale of fake goods.This paper conducted an empirical study by using propensity score matching with data collected from 954 rural households in Shuyang County, Jiangsu Province. It finds that ecommerce adoption exerts a significant positive influence on farmers consciousness of integrity operation and the robustness checks reach the same conclusion. It also reveals that for those farmers who have lower education, weaker branding awareness as well as eshops with a longer period of time, ecommerce adoption has a stronger effect on their integrity operation sense.