There are problems of decision making for the development level of rural E-commerce with multi-dimensional preference and consideration of decision maker's psychological behavior. Aiming at the problems, a multidimensional preference decision making method is proposed based on prospect theory. Firstly, the development level evaluation problem of rural E-commerce is described, and the comprehensive prospect value of alternatives is computed. Then, the consistency measure and inconsistency measure of objective ranking and decision maker's preference based on prospect theory are defined. Furthermore, a fuzzy multi-dimensional preference optimization model based on the expectation level and tolerance of decision makers is established, the comprehensive prospect value of each alternative is calculated, the ranking of alternatives is determined by the comprehensive prospect value. Finally, the validity and applicability of the proposed method are illustrated by analyzing the development level of rural E-commerce for every county and city in Sanming City.