Abstract: Taking rice insurance as an example, this study used the survey data of 545 rice farmers in four pilot counties and cities of Hubei province, and used the binary logit regression model to analyze the factors influencing farmers’ willingness to participate in the insurance. The results showed that the increase of insurance per hectare, age, the understanding of full cost insurance, the satisfaction with insurance companies’ services, and planting areas had a significant positive impact on farmers’ willingness to participate in insurance. The total premiums increase, farmers’ farming time, education level,disasters proportion and compensation amount per hectare had no significant impact on farmers’ willingness to participate in insurance. Based on the research conclusions, this study put forward countermeasures and suggestions to enhance farmers’ willingness to participate in insurance from three aspects： adjusting the structure of financial support for agriculture, increasing the financial support for policy oriented agricultural insurance; improving the compatibility of agricultural insurance policies, accelerating the establishment of agricultural insurance product system under multiple security levels; encouraging the refinement of agricultural insurance product design, and improving the accuracy of financial subsidies.

Key words: full cost insurance, security level, participation willingness