Abstract: The rural land financialization is to combine lands owned by farmers with financial institutions organically, which can capitalize rural lands and is an innovative method of rural land usage. It can not only give farmers collaterals for investment, broaden financing channels for farmers, but also increase farmers’ property income. Based on the field survey of farmers’ willingness to choose rural land financialization in Zhangzhou of Fujian, and by using the method of binary logistic regression analysis, the different factors that affected farmers’ choices on rural land financialization were explored, which included the internal and external factors of farmers. Then, on the basis of the analysis, some reasonable countermeasures were further put forward to make the government effectively guide farmers to choose rural land financialization.