University counselors are an important force in undertaking education and management,but they face problems of team instability.This study explored the key factors that influence counselors’ intention to leave,and constructed a motivation model for turnover intention.A total of 10 resigned and not resigned counselors were selected for structured interviews.Based on the coding analysis,a turnover intention questionnaire was prepared and a questionnaire survey was conducted for 200 counselors.The results showed that salary,person-position matching degree,work-family balance,interpersonal environment and work stress were the main factors affecting the counselors’ intention to leave the job,and job satisfaction played the partial mediation role.