Abstract: The use of agricultural machinery is one of the important ways to promote agricultural modernization. Based on the survey data of 454 farmers and herdsmen families in Tibet related areas of four provinces, this research established a binary selection model to study the influence of personal characteristics factors, family characteristics factors and village characteristics factors on farmers and herdsmen's willingness to purchase agricultural machinery. The results showed that knowledge level, physical condition, the number of permanent residents in the village and the degree of local natural disasters had a significant role in promoting the purchase intention of agricultural machinery; the proportion of migrant workers in the village had a significant inhibitory effect on the purchase intention of agricultural machinery.

Key words: purchase intention of agricultural machinery, influencing factors, binary choice model, Tibet related areas of four provinces