中文摘要：

以江西省8个县（区）591户种稻大户的调查数据为依据，通过Probit回归模型对农户有偿农技服务支付意愿的影响因素进行了计量经济分析。研究结果表明，文化素质越高的农户对有偿农技服务的支付意愿越强；种植历史越久对农户有偿农技服务的支付意愿有积极影响；对支持种粮大户政策总体评价越高，对农产品市场价格评价越高，农户对有偿农技服务的支付意愿越强；对当年生产经营效益评价越高的农户，其有偿农技服务的支付意愿越低；栽培和施肥技术对农户的支付意愿有积极作用。

英文摘要：

Based on a survey of 591 rice producers in 8 counties of Jiangxi Province, econometrical approach with a Probit model was applied to analyzing the factors affecting the willingness to pay for agricultural technological service of scaled rice operators. The research results indicated that scaled farmers with higher education level possess a stronger willingness to pay for agricultural technological service, and longer experience of rice production has positive impact on the willingness. Farmers with higher appraisal on government supporting policies and on marketing prices of agricultural products have a stronger willingness to pay, while farmers with higher appraisal on operation benefit have lower willingness to pay. The extension of new techniques for cultivation and fertilizing has positive impact on the willingness to pay. A series of policy recommendations are proposed in this paper.