After the agricultural product market system has been improved gradually, the urban residents could choose from diverse purchasing channels. This paper investigated 1251 Beijing urban residents about their behavior preferences when they buy fresh agricultural products from morning market vendors, farmers markets, supermarkets and community stores. Based on consumer utility theoretical framework, it established a Multinomial Logit Model to analyze the residents choices that were affected by product utility, purchase utility and other utility, and found that: the four fresh agricultural products purchasing channels were independent of each other; safety and freshness significantly affected the choice of supermarkets and community stores, freshness significantly affected the choice of farmers markets and market vendors; price factors significantly associated with four channels of choice; environmental factors had significantly positive effect on the selection of farmers market; distance was positively related to farmers markets and community store choice, but had significantly negative relation with morning market vendors；consumers’ gender, age, educational level, family population and occupation also influenced the choice of different purchasing channels.