Abstract: In the process of deepening the implementation of rural strategies, new farmers have become the backbone of rural e-commerce development. Scientific evaluation of new farmers'entrepreneurial competence in rural e-commerce has important theoretical guidance and practical significance. Drawing on relevant research results, combined with theoretical analysis and expert interviews, the rural e-commerce entrepreneurial competence of new farmers is divided into six dimensions: entrepreneurial ability, knowledge structure, local sentiment, ability potential, psychological traits, and personal conduct. On this basis, a survey questionnaire on the entrepreneurial competence of new farmers in rural e-commerce was designed. Factor analysis was conducted on the survey data using SPSS and LISREL software, and an evaluation model for the entrepreneurial competence of new farmers in rural e-commerce was constructed. Empirical analysis was conducted using some regions of Anhui as an example, and suggestions were proposed to cultivate the entrepreneurial competence of new farmers in rural e-commerce.

Key words: Rural revitalization, Rural e-commerce, Competence, Entrepreneurship competence, Factor analysis, New Farmers