Research On The Trust Mechanism Of Farmers' Cooperatives From The Perspective Of Network Embeddedness

As a new type of agricultural management,farmers' cooperative play an important role in increasing farmers' income and reducing production costs.Although cooperatives have made breakthroughs in quantity and quality,there are still problems such as low operational efficiency and poor economic efficiency.How to better play its role in the development of rural economy has become a hot topic in government and academia.Among them,trust,as an invisible coordination mechanism,can not only improve the internal management of cooperatives,but also promote the development of cooperative network relations,which is of great significance to the healthy development of cooperatives.Trust is embedded in social network relationships and is influenced by social network relationships.Based on this,this paper studies the trust mechanism of cooperatives from the perspective of network embeddedness.Based on Marxist theory and social network theory,this paper analyzes the cooperative trust mechanism from the perspective of network embeddedness in detail by using case study method,grounded theory and qualitative comparative analysis method according to the idea of embedding-evolution-enhancement of cooperative trust.It mainly includes the following three aspects: First,it divides the development of cooperatives into three stages,expounds the embedding ways of cooperative trust in each stage by using case analysis method,and realizes the transformation of cooperative trust from organizational level to network level.Second,on the analysis of the current situation of trust in cooperatives,it is found that trust is changing and developing in the process of embedding.According to the internal and external relationship network of trust embedding,trust in cooperatives is divided into inter-organizational trust and inter-organizational trust,constructing the evolution path of cooperative trust under the perspective of network embeddedness.Third,based on the grounded theory,this paper explores the main factors affecting the trust promotion of cooperatives: the capacity of the president,social relations,management methods,membership heterogeneity,membership satisfaction,and government support.On this basis,using qualitative comparative analysis to explore the main ways of cooperative trust improvement.The research on the mechanism of cooperative trust from the perspective of network embeddedness puts forward relevant opinions and policy suggestions for enhancing the degree of cooperative trust and improving the development of cooperatives in terms of quality and quantity.