Abstract: Based on the questionnaire data of 710 farmers in five typical rural innovation and entrepreneurship counties in Shandong Province, the principal component analysis method was used to extract 11 principal component factors from the internal factors of farmers and the external factors of the surrounding environment, and the core influencing factors of farmers’ entrepreneurial willingness were further empirically analyzed by using multiple regression. The results showed that all the extraction of 11 main composition factors had significant influence on farmers’ entrepreneurial willingness, and the relationship of each influencing factor from strong to weak was as follows： Perceived behavioral control, financial support, policy support, fear of failure, risk avoidance,perceived risk, entrepreneurial atmosphere, infrastructure, subjective norms, kinship networks and entrepreneurial attitude. Among them, fear of failure, risk aversion and perceived risk negatively affected farmers’ willingness to start a business. Finally, in order to improve the willingness of farmers to start a business, the corresponding countermeasures and suggestions were put forward from the technical training, policy support, entrepreneurial atmosphere, institutional security and other aspects.

Key words: farmers' entrepreneurial willingness, influence factor, promotion strategy