Abstract: Accelerated development of new urbanization makes the contradiction between supply and demand of the urban construction land increasingly nervous. The transfer of rural housing land becomes a key channel to alleviate the contradiction. Farmers are the main user of rural housing land, and their willingness to exit and influential factors are particular important, which will affect farmers' basic life safeguard and social stability. Based on the investigation of 253 farmer households in Gansu province, this paper, using Logistic regression model, aims to research the willingness of famers on rural housing land exit in Western area. The result shows that the farmers' individual and family factors, rural housing land and living environment factors, the future life safeguard factors, and policy factors will influent the willingness of farmers on rural housing land exit in different degree and direction, including family and future life safeguard factors showed relatively stronger impact.