Abstract: It is of great significance to study the factors that influencing the fruit sales under the mode of farmers direct selling e-commerce to solve the problem of unsalable fruit and improve farmers' income. Aiming at 144 Yantai apple stores, this study selected the data that influencing apple sales according to customer delivered value theory, and used OLS regression model to analyze the influence of seven factors on fruit sales, including product description consistency, seller's service attitude, logistics service quality, seller's reputation level, commodity praise rate, seller's opening time and commodity price. The results showed that, ① commodity price had a negative impact on fruit sales, while the other six factors had a positive impact; ② the order of influence on fruit sales was seller's service attitude, commodity description consistency, seller's reputation level, seller's opening time, commodity price, commodity praise rate, logistics service quality. Finally, according to the research results, the study put forward countermeasures and suggestions to improve the fruit sales.

Key words: farmers direct e-commerce mode, fruit sales, influencing factors, customer delivered value theory