The area of medium- to low- mature (Ro＜10%) shale accounts for about 90% of the total shale area in the seventh member of the Yanchang Formation (Chang 7 member), Ordos basin, indicating that it is rich in medium- to low- mature shale oil/oil shale resources. In- situ conversion technology has attracted more and more attention as an effective way to realize its industrial exploitation. Hydrocarbon generation conversion rate and activation energy are the key factors affecting the in- situ conversion and exploitation potential of shale. Previous studies showed that there are great differences in the distribution characteristics of hydrocarbon generation activation energy of the Chang 7 member shale in the study area, but its distribution rule and control factors are not clear. Also, the influence of organic matter abundance and maturity on the hydrocarbon generation characteristics and dynamic process of shale and its genetic mechanism are unclear. This limits the evaluation of in- situ conversion conditions and resource potential of shale in the study area. In this study, five shale samples with similar maturity and different organic matter abundance, and five shale samples with similar organic matter abundance and different maturity were selected to determine the hydrocarbon generation kinetic parameters of the Chang 7 member shale 〖JP2〗through open thermal simulation experiment. Based on the results, the effects of organic matter abundance and maturity on the kinetic characteristics of the Chang 7 〖JP〗member shale are discussed. According to the time- temperature compensation principle of hydrocarbon generation process of source rocks, the kinetic parameters obtained under laboratory conditions are extrapolated to in- situ conversion conditions. The effects of organic matter abundance and maturity on the in- situ conversion temperature range of the Chang 7 member shale are analyzed. The results show that the hydrocarbon generation activation energy of source rocks increases with the increase of organic matter abundance under conditions of similar maturity, which is affected by the enrichment degree of saprolite such as algae in organic matter. The hydrocarbon generation activation energy of source rocks increases with the increase in maturity under the condition of similar organic matter abundance, which is affected by the content of hydrogen- rich macerals. Under the condition of in- situ conversion of shale, the temperature and heating time corresponding to the main hydrocarbon generation stage of shale increases with the increase in organic matter abundance and maturity of shale. The hydrocarbon generation potential of shale samples with similar maturity increases with the increase of organic matter abundance, and the hydrocarbon generation potential of shale samples with similar organic matter abundance decreases with the increase of organic matter maturity.