By using the relevant data from 273 valid questionnaires of rural households in Jianhu County, Jiangsu Province, this study emphasizes on the factors of rural households' credit and loan demand by Probit model. The results show that the factors that influencing the credit demand of rural households include the features of the rural households, the economic activities of rural households and so on. Among the factors, the operation expenditure of rural households, the education degree of the household head and the understanding degree of the rural credit policies have great impact on the rural households' credit and loan demand. In the end, the suggestions on the basis of the research are put forward: developing diversified economy; improving rural households' income; increasing the reserve of rural labor resources and enhancing farmers' quality; strengthening the promotion of rural credit cooperative and perfecting the service quality of rural credit cooperative.
LIU Hua, JI Li School of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China
