Abstract: Intention is the forerunner of behavior. It can predict the behavior better than will. Exploring the inner formation rules of intention can better guide consumers to buy. Intention is the interactive result of various factors. Preferential Policy to Farmers, as an external stimulus, obviously has a great influence on farmer households' purchase intention of Products to countryside. This paper, based on the research data of farmers in Jiangxi province, uses the Structural Equation Modeling to analyze the influence mechanism about the home-appliances-to- countryside policy on farmer households’purchase intention of home appliances to countryside. The results of the study show that: the policies about subsidy kinds of products, subsidy proportion, subsidy limit, subsidy way and subsidy supervision all have effects on farmer households’purchase intention, but their influence degree is different. Their understanding degree of the policies, their family characteristics and their local infrastructure play a certain role in adjusting their purchase intention of home appliances to countryside. Based on this, the paper puts forward some relevant suggestions in policy such as increasing subsidy kinds of products, enhancing subsidy proportion, giving consideration to regional differences when making a policy, intensifying supervision, perfecting rural consumption environment and so on.