Abstract: Combined with the Theory of Planned Behavior and the ordered Logit regression model, the paper made an empirical study on farmers′ risk cognitive status in managing family farm and its influence factors by using the data of 235 family farms in Hubei province. On the whole, farmers′ risk cognitive status in managing family farm is closely related to the management scale,and farmers′risk cognitive status in managing family farm in Hubei is generally upper middle level now; the scale of operation, self-quality, whether a loss has occurred, disadvantage industry news and etc. have all obviously positively influenced farmers′ risk perception; the future expectation,opinions from peers or relatives, degree of agriculture infrastructure, the level of agricultural insurance, current operating conditions, the degree of self industry organization, and the education level have significant negative impact. Therefore, we should enhance farmers′ risk perception and their ability of risk management in managing family farm by starting from the main factors affecting farmers′ risk perception, to promote the stable operation of family farms and optimize its development in larger scope.

Key words: family farm, scale operation, risk perception, influence factors