Abstract: Based on the survey of 225 leading agricultural enterprises, this paper uses the Heckman two-step method to find whether the enterprise's behavior of quality certification and the frequency selection is influenced by resource endowment and ability. Under the control of external factors, this study shows that the inherent characteristics of scale, technology, brand reputation, equity, profitability and solvency are also the significant factors affecting enterprise whether to implement quality certification. Moreover, the scale is larger, the level of technology and the quality of entrepreneurs are higher, and the ability of profitability, solvency and operation are stronger, the more the enterprise tends to implement multiple quality certifications. Lastly, business model and business strategy are also the main impact factors, and there are significant differences in the effects of different business models. In a word, the heterogeneity of resource endowment and enterprise ability can explain the difference between different enterprise's behavior of quality certification in the same external environment.