Based on the data of questionnaires on 299 farmers in Shanghai and Zhejiang,this pa-per builded a Binary Logistic Model to analyze the willingness of farmers' credit demand in devel-oped areas.The results showed that the age of householders and education level,the family-run land sizes,household labor burdens,household debts,agriculture accounted for revenue percent-age,whether to join the cooperative,the impact of land transfer on the credit willingness of farm-ers,these factors have outstanding influence.Since at the present stage,the government is promo-ting land circulation actively and the rapid development of rural cooperatives,which leads to corre-sponding changes of householder borrowing requirements,these aspects are more significant in e-conomic developed areas.Improving the rural financial service should base on the requirement of the farmers,directs funds to improve the living standard of rural households and promote rural eco-nomic development.%基于对浙江、上海299家农户的调查,构建二元logistic模型系统分析经济发达地区农户的借贷需求意愿影响因素。研究发现,户主的受教育年限、家庭经营土地规模、家庭劳动力负担、家庭负债水平、农业收入占总收入百分比、是否加入合作社、土地流转情况对农户的借贷意愿影响显著。现阶段国家积极推动土地流转和农村合作社的快速发展,导致农户借贷需求也在变化,经济发达地区在这些方面更为显著。提升农村金融服务应以农户需求为导向,引导资金流向改善农户生活和推动农村经济发展的方向。
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