To attract college students to work in rural grassroots is a correction to the low quality of rural population,and is also an important measure to cultivate new professional farmers.Based on survey dataof 582 agricultural college students,this paper studies empirically the differentiation state of rural grassroots service willingness of college students,and reveals the logical relation between the differentiation type of the rural grassroots service willingness and related factors by use of Multivariate Probit Model.Research shows that personal characteristics,family conditions,social capital,the home environment and agriculture cognition have a significant impact on the differentiation of students’ serve willingness.Based on this,it is recommended to promote agricultural college students to the new professional farmers by teaching reform,improving production conditions in rural and policy support and other aspects.