In this empirical study, a set of sample survey data was obtained by CVM for crop insurance of Panjin city in Liaoning province, upon which we applied the Cox proportional hazard model and Probit analysis to explain the factors influencing the value of willingness to pay and participation rates under different insurance protection levels. The results showed these factors including years of farming, planting areas, degree of specialization, family income, the greatest loss of rice production, awareness of policy-oriented insurance and risk preferences have significant influence to pay insurance policy for rice farmers. This study also measured out the median values of willingness to pay were ¥8.0/mu or ¥9.4/mu at 75% or 80% protection level, assuming, the insured sum is ¥400/mu for the rice insurance policy. These findings provided a new way of research for the policy-oriented agricultural insurance premium design and subsidy.