中文摘要：

从产品、价格、服务、环境、商家位置和诚信等6个方面选择19个指标构建农村消费者对农村零售业态满意度的指标体系,基于湖南省6县市613位农村消费者的调查数据,分析了农村消费者对杂货店、中小型自选超市、专业店、集贸市场等农村四类零售业态的满意度。采用排序Probit模型进行实证检验各要素在不同业态间对农村消费者满意度的影响程度及其差异,结果表明：价格因素的影响程度均较大,但农村消费者越来越关心产品的质量、购物的便捷性以及相应的服务。

英文摘要：

On the basis of microscopic investigation of 613 rural consumers from six counties and cities in Hunan province, this paper builds a rural retail formats satisfaction index system, statistical analyzes the rural consumers＇ satisfaction with rural retailing which including grocery store, small and medium-sized customize supermarkets, speciality store, market, and enunciates the advantages and shortcomings of each kind of retailer. Then it empirically tests the influence of various elements in different formats on the rural consumer by using ordered Probit model. The results show that price still plays an important role, while the consumers care more about quantity, shopping convenience and relevant services.