This paper takes college students as the research object, and explores the influencing factors of college students' intention to participate in innovation and entrepreneurship competitions from the perspective of individual traits, individual motivation, school entrepreneurship education and innovation atmosphere. The study found that the willingness of college students with student leader experience is significantly higher than that of students without leader experience. In addition, risk propensity, internal motivation, school entrepreneurship education, and innovation atmosphere were significantly positively related to college students' competition intention. Finally, from the two levels of university and individual, it puts forward targeted suggestions to improve the willingness of college students to participate in the competition, so that more college students actively participate in innovation and entrepreneurship activities.