Epithelial ovarian tumors appear to arise from the ovarian surface epithelium (OSE), a simple squamous-to-cuboidal mesothelium covering the ovary. Ovarian tumorigenesis is the most frequent cause of cancer death in gynecological malignancies; however the exact mechanism of this disease is not well known. A theory of repeated ovulation which contributes to neoplastic transformation of OSE has been proposed, and the process of healing ruptured OSE may contribute to the disease. Therefore, it can be assumed that endocrine and autocrine factors may have an influence on ovarian carcinogenesis in women. Thus, in this review, we suggest that these endocrine and autocrine factors may play a role in ovarian tumorigenesis in regulation of growth-stimulation or -inhibition and/or apoptosis of normal and neoplastic OSE cells via their specific receptors.