中文摘要：

本文通过对北京市消费者进行有关农产品购买地点选择意愿及其影响因素等问题的抽样调查，分析证明：除了价格、质量两大因素外，购物的方便性以及农产品专营店与消费者居住地的距离也是影响消费者购买意愿的显著因素，而消费者的收入水平以及受教育程度并不决定其消费意愿。上述研究结果对于政府相关政策的制定具有借鉴意义，同时可以指导专营店经营者的经营行为。

英文摘要：

Special stores for agriculture product have developed in some cities in China as a new agriculture product sales-way. However, they are at a disadvantage in competition with traditional free markets and supermarkets, and their development has been blocked. This paper draws the following conclusions that： besides the factors including price and quality, other factors such as the shopping convenience and the distance from shop to the residence of consumer also significantly influence the consumer＇s willingness to purchase;the consumer＇s income level and education level don＇t determine their consumption willingness,which are useful to government and managers of special store for agriculture product.