In recent years, rural e-commerce has been actively improving, but the contradiction between talent demand and supply has become increasingly prominent. This article combines the four dimensions of personal characteristics, professional attitude, family background and external environment to conduct empirical research on willingness to engage in rural e-commerce among e-commerce major students. The results show that the willingness to engage in rural e-commerce is generally low, which influences internship experience, academic planning, salary expectations, career perception, family attitudes, school guidance and public opinion.