In recent years, the Contingent Value Method (CVM) has been widely used to estimate the non-market value of the environment. The purpose of this study was to investigate change trends which can reflect the farmer household's willingness to pay (WTP) and willingness to accept (WTA) for ecological benefits of cultivated land using market simulation and the CVM, and to set different scenarios of the assessment areas under the future development model. A new ecological benefit measurement method combined with different scenarios was developed, which has a certain flexible interval so as to meet the dynamic requirements of ecological compensation for cultivated land. Meanwhile, exploring the asymmetry relationship between WTA and WTP using the developed method was aimed at determining a more reasonable characterization scale to measure the ecology benefits. Based on the major factors affecting the characteristics of land ecological services function, change processes of land ecological service function in different scenarios in Jiaozuo City, Henan Province, were simulated. Moreover, the land ecological benefit was assessed by the payment card continuous mode of the CVM to investigate the WTP and WTA by the respondents. Results show that 1) the average WTP and WTA of the respondents gradually increased with the assumed deteriorating environment. The WTP of every household per year based on three formulated scenarios were estimated to be 74.7 Yuan, 116 Yuan, 162.9 Yuan, respectively. The WTA are 458.3 Yuan, 497.2 Yuan, 754.8 Yuan; 2) With increasing awareness of land protection, respondents have been already aware of the existence of the land ecological benefit, showing that 82.95% of the respondents have a positive WTP to protect agricultural land. However, different payment tools may cause the deviation in WTP. Deviation mainly comes from the prudent degrees of respondents, who regard the compulsory labor and pay as a payment tool, but the former prudent degree is less than the latter one; 3) There clearly exists a disparity between WTP and WTA, showing a WTA/WTP ratio of 4.8, which seems to be similar to some latest published results; 4) This study also shows that the willingness range of the payment for the respondents can be constrained by the degree of contrast among the cultivated land environments under a variety of scenarios.