Literatures about factors affecting demand scale of rural land circulation are reviewed. Based on this, a total of 5 deficiencies in these literatures are put forward, which are the inconsistency between model selection and sample data type in some literatures, the lack of analysis from the perspective of internal family, the incomplete or inaccurate research factors, the lack of analysis on causation, and the mixture of inflow and outflow of land circulation. According to the 109 valid questionnaires in Lanshan Area, Rizhao City, Shandong Province, China, Optimal Scaling Regression Analysis is used to conduct empirical study on the land circulation status of Rizhao City by selecting three variables including family size, the annual net income of rural household and the proportion of cultivating income in annual net income. Function model of factors affecting demand scale of rural land circulation is established. Result shows that, as for a single rural household, these three variables are the most significant factors affecting demand scale of rural land circulation, and have positive correlation with the demand scale of land circulation.