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The proposal of rural revitalization indicates that rural development had long prioritized serving the needs of industrial and urban modernization. The development of agriculture and rural areas had changed from focusing on "three rural" issues to concentrating on "three rural" modernization and poverty alleviation. It would have been transformed into the goal of comprehensively promoting rural revitalization. Based on the relevant literature and combined with the current background of "rural revitalization," this study explored the concept of farmer usage intention, perceived value, attitude, and behavioral intention as the dimensions. The sub-influencing factors were risk, perceived usefulness, perceived ease of use, subjective norm, behavioral attitude, and perceived behavioral control. The objectives of this study were to explore the difference in perceived value, attitude, and behavioral intention in using e-commerce by Southwest farmers, to examine the relationship between; subjective norm, behavioral attitude, perceptual behavior control, and perceived value; perceived usefulness, perceived ease of use, and perceived attitude; and perceived benefit, perceived risk, and behavioral intention, and to suggest respective policies for e-commerce distribution model for farmers' adoption. Samples of 337 questionnaires were collected through the online WeChat platform by random sampling in May 2022 from Southwest China. The results showed that perceived value, attitude, and behavioral intention significantly impacted farmer usage intention in the e-commerce distribution model for local farming products.