Based on survey date from 560 citrus farmers in 21 counties (cities) of 4 provinces,this paper makes a case study in citrus and uses Structural Equation Model (SEM) to analyze the influencing factors of Chinese fruit farmers’ choice willingness of fresh fruit logistic modes.The result shows that transaction cost,assert specificity,market uncertainty,production characteristics,personal and family attributes have significant impact on fruit farmers’ choice willingness of fresh logistic modes with intimate cooperation.Therefore,this paper proposes several policy suggestions,such as to strengthen the construction of public information platform; to indentify supporting leading enterprises and main fruit production bases; to advocate fresh fruits’ moderate scale management; to actively develop fruit professional cooperatives; to enhance the fruit farmers’ educational level through multiple channels and to encourage the development of fresh fruit circulation modes which is characterized with newly intimate cooperations.