Abstract: In order to explore college students’ willingness for assistance in rural areas and its influencing factors in the post-poverty alleviation era, a multiple regression model was constructed and relevant hypotheses were put forward 307 valid questionnaires were collected from students in B University The results show that 6 factors including the realization of life value, working environment satisfaction, more volunteer service experiences, family support, challenging job and strong sense of belonging are helpful in enhancing students’ willingness Higher monthly salary expectation and more value on reasonable salary level will lower the willingness The interaction between life value and reasonable salary is significant The former will weaken the latter’s negative effect on willingness; and the latter will weaken the former’s positive effect on willingness Demographic factors have no significant impacts on college students’ willingness for assistance in rural areas Policy suggestions are put forward, such as enhancing the implementation of talent return and improving their salary and welfare.

Key words: post-poverty alleviation era, willingness for assistance in rural areas, multiple regression, college students