As a new force participating in the revitalization of rural industry, how to motivate new township sages to participate in the development of rural industry has become an important issue nowadays. To analyze the factors affecting the participation of new township sages in rural industries, this paper proposes structural equation modeling and partial least squares as the methodological basis. In the structural equation model, all the data are standardized, the relationship between each variable is conveyed through latent variables, and the corresponding partial least squares calculation mode is adopted according to the different weight relationship of each latent variable. On this basis, the partial least squares algorithm analysis containing two latent variables or multiple latent variables is further explored. Taking Y County, Henan Province as the research site, the research hypothesis is proposed to analyze the influencing factors of new township sages’ participation in rural industries. Emotional pull, ability endowment, government support, role orientation, village environment and participation behavior all positively affect the participation effect. H2 assumed that the P-value is greater than 0.05, 0.182, which does not conform to the original hypothesis, except for H2, the other assumptions of significance P-value is less than 0.05, which conforms to the original hypothesis. In the mediation effect test, except for the complete mediation effect between participation ability and participation effect in the first path, there is a partial mediation effect in the other paths.