Abstract: In order to analyze the factors affecting the selection willingness of farmer’s homestead revitalization and utilization mode, based on the survey data of typical pilot villages in Shandong province, 14 variables were selected from the dimensions of farmer’s personal characteristics, family characteristics, homestead characteristics and policy perception characteristics to form the influencing factor set. Four research hypotheses were proposed according to the farmer behavior theory. Using SEM-Logit comprehensive model to verify the hypotheses and analyze the specific effect of observation variables on the willingness of mode selection. The results showed that the latent variables of all dimensions positively affected the farmers’ selection willingness of the revitalization and utilization mode, among which the influence of policy perception characteristics was the most obvious; farmers with multiple homesteads were the key objects to participate in the revitalization and utilization, and they generally payed attention to whether the revitalization and utilization mode could realize the property value of the homestead. Based on the above conclusions, innovating diversification of the revitalization and utilization model, strengthening the homestead policy and promotion of revitalization and utilization mode and optimizing all aspects of revitalization and utilization model according to local and household conditions to help farmers increase income. It is the key to enhance farmers’ willingness to choose the homestead revitalization and utilization mode and promote the revitalization and utilization of homestead.

Key words: homestead, revitalization and utilization mode, farmers' selection willingness, influencing factors, SEM-Logit model