Abstract: The aging of China's population is increasing and speeding up, in addition, the labor mobility of the labor force, especially the rural youth, is increasing, which affect the traditional family pension. The traditional intergenerational support of the rural elderly faces challenges. Taking the elderly aged 60 and over in W Village of S County as the survey object, the Logistic model was used to analyze the factors affecting the purchase intention of the elderly care service through the analysis of the individual and family factors. The results show that： the number of sons, family income, physical condition and living style are the main factors affecting the purchase intention of old-age service in rural areas. It is necessary to resolve the intergenerational pension problem of rural elderly by enhancing the accessibility of rural elderly care services, increasing subsidies for their aged care services, and focusing on providing basic old-age services.

Key words: rural elderly, pension services, purchase intention, Logistic model