Research On The Impact About The Economic Performance Of Fruit Growers’ Behavioral Intention Towards The Cooperativeorganization

As the globalization deepens, the fruit industry in our country has moved on to the speedway. Fruit Cooperation Organization, a combination of theoretical analysis and practice, is a significant organization that can tackle the issues of agriculture, rural development and rural residents. However, the scope of service of the organization is narrow, the procedure is not standardized, the structure is not well-organized, the relevant technology is less developed and the management system is unsound, which restrain the development of the cooperation organization as well as the increase of fruit growers’ income and the development of the fruit industry.According to the theory of planned behavior, a correlation consists in behavioral intention and actual behavior. Thus, what kind of correlation between behavioral intention and actual behavior which come up by fruit growers, as the process participants in this cooperative organization? How does that impact? What kind of effect do they have on the satisfaction from participants and the economic performance of both fruit growers and this organization. How are those willingness from different age groups, different social identities and participants with different fruit sourcing affect the economic achievement ? This paper gives logical and correct analysis for above questions. This thesis is based on the Theory of Planed Behavior, drawing on existing research, based on the constructed model farmers factors involved in the fruit industry cooperatives on Performance, theory of KAP, subjective norm and Perceived Behavioral Control, furthermore, to study the effectiveness, difference and degree of impact on performance of fruit growers’ participation in the organization. Dividing fruit growers into various groups on the basis of different age groups, social status and different resource endowments, then putting those statistics into the PLS structural equation model so that reconfirming and amending the questions in the process of confirmatory factor analysis, to verify the significant impact that fruit growers’ individual behavior has on economic performance. Analyzing the data from the aspects of the reliability, convergence and discriminant validity of the measurement model, and discussing about the effectiveness, the difference and degree of impact on performance of different types of fruit growers’ participation in the organization. The study shows that regarding perceived behavior, due to the fact that elder fruit growers lack control of the perceptual behavior when it comes to fruit resource endowments, which is not as that relevant to the behavior intention. Behavior intention is more easily affected by KAP and subjective norm. Meanwhile, normal fruit growers’ behavior intention is more easily affected by KAP and subjective norm, whereas large fruit growers are more easily affected by subjective norm and perceptual behavior.The main conclusions of this thesis are as follows:First, the influence of perceived cost is not significant, the attitude of growers towards the fruit industry cooperatives are basically the same, perceived earnings significantly influence the behavior of participation, the cost difference has little effect. However, regarding the perceived behavioral factors, as middle-aged growers has weak control on perceived behavior when it comes to fruit resources, low correlation with behavioral intent, there is a difference between two groups. Research shows that middle-aged growers’ behavior when selecting the will, are more susceptible to behavior and attitude and subjective norm factors.Second, organizational incentives influence is not significant, perceived behavioral control between ordinary fruit growers and fruit industry for large fruit industry cooperatives are basically the same. Perception cost factors of attitude and behavior of ordinary fruit growers are not significant, because the investment cost difference between common fruit growers is small, but those big investors of fruit growers, professional and technical personnel, and other members of the board of directors and board of supervisors, its perception costs at the 5% level significantly. Studies have shown that ordinary fruit farmer in behavioral intent choices, are more susceptible to behavior and attitude and subjective norm factors, and fruit industry large investors and the other membersare more vulnerable to subjective norms and perceived behavioral control factors.Third, serious problem such as the presence, is happening in the management mechanism of homogeneity Cooperation Organization. growers join the organization, and incomes don’t significantly increase, its willingness to participate in the organization is not strong, together with the low satisfaction. In contrast, higher heterogeneity Cooperation Organization, due to its rich fruit resources, the "family farm+ordinary farm" in the form of outstanding organizational incentive distribution mechanism is flexible, the management system is relatively complete and scientific, growers join in the cooperative organizations with highly motivation, meanwhile earnings remuneration improves significantly.This thesis innovation may lies in: First, building the model factors from growers participating in cooperative organizations, verify that there is a significant difference of the performance from different types of farmers and their participation. This paper creatively study the how growers’ participation in the organization and their willingness affect the economic performance. Second, clarifying the earning changes from growers participation, satisfaction has influence on other growers and ability to attract them to join in, and the difference of the influence. Combined with field research, surveying the difference of influence path from different ages, different social status, and different fruit industry could figure out the factors and may help to finally find a way to maximum our business in a technical and scientific method.