This study aims to suggest an activating programs through leading farmers` preference analysis for homepage operation and e-commerce using binary logit model. The results showed that leading farmers` preference for homepage operation increased more as the period of internet using and livestock raising was longer, the intention of e-commerce was higher. They also showed that leading farmers` preference for e-commerce increased more as the period of internet using was longer, as age level was higher and non-livestock raising. Therefore the strategies for the activating programs of homepage operation and e-commerce are the strengthening of education about homepage operation and e-commerce for leading farmers, the linkage with a e-commerce, the enlargement of budget for them, the considerations of age level and items of crops or livestock, the support for leading farmers for e-commerce.