Abstract: The development of agricultural machinery services has become a new way to save costs and improve the efficiency of agricultural production. Based on the panel data of each province (city) of the Yangtze River Economic Belt, the study explores the mechanism of the impact of agricultural machinery services on rapeseed planting enthusiasm and its mechanism of the impact by using the fixed effect, mediation effect and moderation effect models. The study finds that agricultural machinery services have a positive impact on rapeseed planting enthusiasm, there is an alternate relationship between agricultural machinery services and labor costs, and the development of agricultural machinery services is conducive to the reduction of labor costs, which leads to the reduction of total production costs of rapeseed, the increase of farmers' income, which in turn improves the enthusiasm of farmers for rapeseed planting. Agricultural machinery services can improve the enthusiasm of farmers for rapeseed planting by increasing the output of rapeseed, and the mediating effect of increasing the output of rapeseed accounts for 9.1%, and the incentive effects of agricultural machinery services on rapeseed planting enthusiasm in the upper and middle regions of the Yangtze River Economic Belt are greater than those in the lower regions. Therefore, it is proposed to vigorously develop agricultural machinery services to improve the supply capacity of oilseed crops in China, stimulate farmers' incentives to plant rapeseed by “increasing production + saving cost”; and develop agricultural machinery services in different regions according to local conditions to meet farmers' needs in various aspects.

Key words: agricultural machinery services, rapeseed, planting incentives, labor costs, Yangtze River Economic Belt

摘要： 农机服务的发展成为农业生产节本增效的新路径。基于长江经济带各省（市）面板数据，运用固定效应、中介效应和调节效应等模型，探究农机服务对油菜籽种植积极性的影响机理及作用机制。研究发现：农机服务对油菜籽种植积极性具有正向影响；农机服务与人工成本存在互替关系，农机服务的发展有利于人工成本的降低，从而使得油菜生产总成本下降、农户收益增加，进而提高农户油菜种植积极性；农机服务通过提高油菜产量从而提升农户种植油菜籽的积极性，油菜增产的中介效应占比为9.1%；农机服务对长江经济带上中游地区油菜籽种植积极性的激励作用大于下游地区。据此提出大力发展农机服务，提高我国油料作物供给能力；“增产+节本”，激发农户种植油菜积极性；因地制宜发展不同区域农机服务，满足农户多方面需求等建议。

关键词: 农机服务, 油菜籽, 种植积极性, 人工成本, 长江经济带