Empirical analysis on influence factors of farmers’ willingness to pay and

The effective agricultural science and technology extension pattern is an important guarantee for the play role of agricultural science and technology. Current rural areas are facing lack of main body of advanced agricultural technology application. The agricultural extension service outsourcing is an important way to solve the agriculture production and the effective labor imbalance. Based on farming households survey data of the grain crops and economic crops in Shandong Province, this paper comparatively analyzed the willingness to pay and payment levels from farmers, and used the dualistic choice model and interval estimation model to discuss influencing factors. The result showed that for the grain crops and economic crops, the proportion of the farmers who were willing to pay were 42.36% and 60.53%; most of the farmers were willing to pay 5-30 yuan per 100 yuan from the technical service income; the factors of the levels of education, planting cost, the purpose of planting and technical service role cognitive significantly influenced agricultural extension service outsourcing the willingness to pay and the payment levels. Based on the above analysis, the paper proposed some recommendations are following: the governments at all levels should continue to strengthen support for agriculture extension services, the benefit-sharing and risk-sharing mechanisms of extension agencies and farmers should be introduced, the grassroots agriculture extension institutions should improve their service capabilities, and training with various forms and multiple levels should be carried out by each participated stakeholders.