A Research On The Behaviors Of Member Participation In Farmer Specialized Cooperatives

Up to now, the development of farmer cooperatives in the number achieved good results,but the quality of the development of cooperatives do not keep pace with the number, whichattracted attention for its scholars "Involution" problem. The existing researches mostly areabout the influencing factors during its development and the dilemma of the system, but themost dynamic factor that can power cooperative organizations--participant behavior is lackof attention.The members of the cooperative are precisely the micro foundation for thedevelopment of specialized farmers cooperatives. This paper attempts to start from theperspective of the participants’ behavior and regard participation behavior as the researchfocus. The purpose of this paper is to analyze the factors that influence the participationbehavior from the psychology angle and to investigate the relationship between the factors ofparticipation behavior through empirical results.This paper establish participation behavior structure model based on the theory ofplanned behavior extended. Writer selects7cooperatives in Hebei Province as the researchobjects after designing the questionnaire.340questionnaires were distributed,286validquestionnaires were recovered.The empirical results show that behavioral targeting of members participate incooperative affairs, behavior and attitude, subjective norm, and control of cognitive behaviorcan directly impact on the intention of the members, and these four effects on behavior isdifferent and decreasing. Among the effects, there was not only a direct impact, and there areindirect effects.The effects of behavior of the target, attitude toward behavior and subjectivenorms on the behavior are fully mediated by the behavior intention to achieve, not directlyimpact on the behavior, and the effect of behavioral targeting on behavior is maximum.Compared with attitude toward behavior, subjective norms and behavioral targeting, themechanism of perceived behavioral control effect on behavior is more complicated, it isimplemented by two paths: one by the behavior intention to participate in behavior, namely the existence of indirect effects; the one is able to have a direct impact on the behavior, thatthere is a direct effect. So the effects on behavior of perceived behavioral control contains thedirect effects and indirect effects. The empirical results show that behavioral targeting ofmembers participate in cooperative affairs, behavior and attitude, subjective norm, and controlof cognitive behavior can directly impact on the intention of the members, and these foureffects on behavior is different and decreasing. Among the effects, there was not only a directimpact, and there are indirect effects. The effects of behavior of the target, attitude towardbehavior and subjective norms on the behavior are fully mediated by the behavior intention toachieve, not directly impact on the behavior, and the effect of behavioral targeting on behavioris maximum. Compared with attitude toward behavior, subjective norms and behavioraltargeting, the mechanism of perceived behavioral control effect on behavior is morecomplicated, it is implemented by two paths: one by the behavior intention to participate inbehavior, namely the existence of indirect effects; the second is the direct effect onparticipation behavior, namely there exists a direct effect. So the effects on behavior ofperceived behavioral control contains the direct effects and indirect effects. But these twokinds of effects are different, the direct effects is larger.Because the sum of these effects is thetotal effect, crowding out effect that does not exist. Perceived behavioral control andbehavioral intention commonly influence member participation behavior. The influence ofbehavioral intention on participation behavior is greater than the total effect of perceivedbehavioral control on participation behavior.Because of the limited objective conditions and research ability, although a lot of timehas been spent to collect relevant data, there are deficiencies and areas in need ofimprovement. Due to limited time and energy, the research object of this paper who areproducer members are mainly from Hebei province cooperatives, it still needs furtherdiscussion and research to prove the universal significance with national of the conclusions.