Abstract: Based on the behavior of farmers' borrowing for the empirical analysis, the impact of rural household factors on the development of rural inclusive finance were analyzed by using the national fixed observation point survey system from 1986 to 2009. The results show that the area of cultivated land, whether it's a village cadre family and the degree of education play a positive role in promoting the household borrowing activities; while the family farming and production activities, family per capita annual income, non-agricultural income, informal borrowing quota and cash holding at the end of the year has a negative impact. In this regard, we should accelerate the reform of agricultural land circulation, expand the arable land area of farmers, use the advantages of Internet technology, expand the network of rural social relations, increase financial input, improve the overall quality of farmers, reduce barriers to entry, and guide the transformation of informal financial organizations to better promote the development of rural inclusive finance.

Key words: family factors, inclusive finance in rural areas, impact, lending behavior