Abstract: In the situation of current agricultural information construction of china, it became the key issue that how to resolve the dissemination problem of information between provider and demander. In the light of farmers’ perspective, this study illustrate the farmers’ demand for the communicator of agricultural market information. By using with the method of optimal scaling regression, we analyzed the factors influencing farmers’ expected choices. It found out that the informal communicators were the main choice while it gained very low evaluation. On the other side, the formal communicators such as government departments and science technology sectors are the most expected selections. The study indicated that there three main factors significantly affected farmers’ selections referring with the farmers’ ground characteristics which namely as following: age, regional distribution and the farming duration. Meanwhile, other three most important factors about the communicators’ characteristics, which were policy convenience, reasonable price and timely service, also significantly affect farmers’ choice. Finally, appropriate policy recommendations were draw out.