Abstract: 【Objective/Meaning】In the context of the evolution of the relationship between urban and rural areas in China from the dual division of urban and rural areas to the urban-rural integration development, the In-Situ Urbanization has become an important carrier to break the institutional barriers, promote the public equity between urban and rural areas, and promote the citizenization of rural population. Through the analysis of typical cases, people's willingness to conduct the In-Situ Urbanization were measured through multiple indicators, and the influencing factors of willingness were discriminated from the perspective of the effect of In-Situ Urbanization, so as to provide references for the case sites to continue to promote In-Situ Urbanization.【Methods/Procedures】Taking Haiyan County, Jiaxing City as the case, the data of 232 sample questionnaires were used to measure the willingness of In-Situ Urbanization through multiple indicators from the perspectives of the transformation of status, mode of production and mode of residence.In addition, the multiple logistic regression model was used to select the influencing factors of In-Situ Urbanization intention from four dimensions, namely urban and rural factor allocation, public service benefit, infrastructure integration and income growth.【Results/Conclusions】The results showed that: the general intention of In-Situ Urbanization in Haiyan County was general, but the intention of citizenization was high; the willingness of In-Situ Urbanization was affected by migration scope, social security, level of rural services and management, equalization of basic public services between urban and rural areas, employment opportunities, etc.