Abstract：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 post salary, person-position fit, 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.