The scale of land transfer is small at present stage of China, the theory and practice in rural land pricing are not complete, however, rural land transfer price is closely related to the willing of the transfer behaviorists, thus, the research on expected land transfer price of the transfer behaviorists (rural households) is of active significance to completing China’s rural land pricing theory and pushing forward land transfer practice. Based on the survey of land transfer of the farmers in Chongqing, this paper analyzes the influencing factors of expected price of rural land transfer from the perspective of the attribute of the main body of land transfer-farmers, and the result shows that the expected price of rural land transfer is positively related to the distance from subjects’ residence site to a town and per capita annual agricultural production income of a family of the subjects and is negatively related to the number of schooling students of a subjects’ family. These conclusions can provide theoretical basis and reference for the pricing of China’s rural land transfer.