Based on the framework of the theory of planned behavior and 271 survey data of farmers in Yangzhou City,Jiangsu Province,this paper used the structural equation model to explore the direct,indirect and total effects of observed variables on latent variables,so as to unfold the influence mechanism of farmers’ willingness. The results show that:(1)Farmers’ preference for non-material interests becomes increasingly prominent,which is embodied in the attraction of higher pension insurance,better medical care and more comfortable living environment. (2)The directives of the village cadres have a more significant impact on farmers’ behavior,compared with the demonstration guidance of relatives,friends and neighbors. (3)Farmers’ concern about changes in living habits and rise in living costs is critical in curbing their willingness. (4)The observed variables only impose a direct impact on the latent variables yet an indirect impact on the other latent variables via the interaction between the latent variables. (5)The mechanism of farmers’ willingness follows the path of “observed variable→latent variable→willingness”,and the influence of observed variables on farmers’ willingness is changed by the mediator latent variables. Therefore,it is proposed to improve the farmers’ willingness by improving rural social security policy,establishing a reemployment guarantee mechanism for land-losing farmers,giving full play to the positive role of the government’s subjective norms.