Abstract:Based on the frontier theory of the endowment effect in behavioral economics,this paper first summarizes and organizes the influencing factors of endowment effect in general goods trading and then applies it to rural land circulation.From a theoretical analysis framework about the influencing factors of endowment effect of the rural land circulation in China,this paper thus enriches and expands the theoretical perspectives in rural land circulation problems and provides new thinking and ways to promote the policy making in market development of rural land circulation