With the aging of rural population,weakening of traditional family support of old people and function of land guarantee ,the problems of rural cares for the aged has become more and more severe.In order to work out the problem of providing elderly with a sense of security,China began to try and popularize new type rural social endowment insurance in 2009.Based on investigation in Hubei province,this paper uses Logistic multiple regression model to analyze the results of the above investigation.Through impact of farmer’s income,extent of understanding social endowment insurance,way of financing and operating model on farmer’s willlingness to take part in this insurance,this paper further discusses the main factors and countermeasures which influence the experimental and popularized pension system in rural areas.The result shows that six factors of farmer’s family income,type of farming,financing options,ways of endowment insurance,land untilization and operating of fund of rural social endowment insurance have significant impact on farmer’s participation in new type rural pension system,but their impact level is different.