Objectives: The brief version of the World Health Organization's Quality of Life Instrument (WHOQOL-BREF) is widely used for evaluating the personal subjective quality of life (QOL) of patients and particular populations. However, in the absence of sufficient studies among the general population, normative data for WHOQOL-BREF remain scarce. To fill this gap, the present study explored more sociodemographic and health-related factors affecting the QOL. Study design: In total, 11,351 participants aged >= 35 years in rural areas of Liaoning Province were screened with a stratified cluster multistage sampling scheme in 2012-2013. Anthropometric measurements, laboratory examinations, and self-reported information on disease history were collected by trained personnel. Depression symptoms were assessed using the Patient Health Questionnaire-9. Methods: Stepwise multiple linear regression was used to explore the association between multiple factors and QOL. Results: Females and single/widowed subjects had lower QOL scores than males and married/cohabiting subjects, respectively. Total QOL scores and scores for each domain decreased as age increased, but a positive correlation was found between age and the environmental domain score. Participants with higher annual incomes, education levels, and activity levels had higher QOL scores. In the regression model, the coefficient for stroke was -2.17 (95% confidence interval [CI] -2.64, -1.71) for the total QOL score. For a one-level increase in depression level, the total QOL score decreased by 5.62 (95% CI -5.83 to -5.42), physical domain score decreased by 1.63 (95% CI -1.69 to -1.58), and psychological domain score decreased by 1.81 (95% CI -1.87 to -1.75). Conclusions: Socio-economic status including marital status is highly related to QOL. Regarding chronic diseases, stroke is an important factor of QOL and depressive symptoms have a strong negative relationship with QOL. (C) 2017 The Royal Society for Public Health. Published by Elsevier Ltd. All rights reserved.