Abstract: To implement the rural revitalization strategy, we must adhere to the main position of the peasants. However, in the practice of industrial and commercial capital participating in the rural revitalization strategy, the willingness of farmers to cooperate is easily overlooked, and even the phenomenon that farmers' interests are infringed. Based on the micro-farmers' perspective, this paper uses the Binary Logit Model and Multinomial Logit Model to analyze the cooperative behavior and willingness of farmers to invest in the countryside, and analyzes the willingness of farmers to choose different kinds of contracts and identify the influence factors of farmer behavior and willingness. The research shows the following results. First, the differences in cooperative behavior and willingness between farmers and industrial and commercial capital are significant, and the willingness to cooperate is higher than that of cooperative behavior. Second, the cooperative behavior of farmers is influenced by their own productive characteristics, industrial and commercial capital characteristics and the external environment. Third, the willingness of farmers to cooperate is influenced by demographic characteristics, productive characteristics, and industrial and commercial capital characteristics, and the impact of the external environment is not significant. Fourth, the willingness to choose the farmer's contract model is closely related to the length of education of the head of the household, the investment in agricultural facilities, and whether the industrial and commercial capital provides support.

Key words: industrial and commercial capital, cooperative behavior, willingness to cooperate, contract choice