Research On The Cooperative Intention And Influencing Factors Of The Members Of The Farmers' Professional Cooperative Union

The revision of the cooperative law at the end of 2017 formally proposed to standardize the development of the "farmers' professional cooperatives union ".As a reunion economic organization based on Farmers' professional cooperatives,the cooperatives union can partly cope with and solve the problems of "small,micro and weak" in the development of cooperatives.However,from the early exploration and practice,the development of some cooperatives unions is not standardized,and the cooperative mechanism is not perfect.The expected function of the union is hard to bring into full play.This paper studies the willingness of the members who have been involved in the Union and its influencing factors,in order to explore how to strengthen the cohesiveness of the organization and realize the standardization and sustainable development of the union.Two typical joint union development models of "industrial chain" and "production type" were selected for in-depth case contrast analysis.The survey found that the types of members of the cooperative union and the difference in the path of generation will make the development of the union present different modes of association and cooperation,which will affect the system construction and the integrity of the democratic nature of the cooperative union."Hitchhiking" is easy to occur within the large organizations such as the cooperatives union.In order to distinguish the different types of cooperation,the willingness to cooperate is divided into two levels: "to maintain the intention of the current cooperative relationship" and "to increase the willingness to cooperate with the investment in shares".The model of the influence of member's willingness to cooperate is established based on the theory of planned behavior.The influencing factors are summarized in 5 aspects,namely,member characteristics,organizational cognition,organizational trust relationship,organizational system standard,and organizational function realization.The empirical analysis found that,whether or not a member is in the stock,the members' cognition of the Union,whether there is an economic business relationship between members,has a significant positive impact on the willingness of the members to maintain the current cooperative relationship and expand the two levels of investment.In addition,the establishment of member accounts and the better functions of the Union will significantly stimulate the willingness of the members to invest in the union.The more trustworthy the union manager has in the mind of the members,the easier it is to keep the members to maintain a cooperative relationship with the joint organization.In particular,due to the development characteristics of the cooperative union,there is a universal behavior and favorable conditions for hitchhiking in the organization,and there is a significant difference in the willingness to cooperate with the members of different characteristics,especially between the different ierarchies of members.According to the above research and analysis,in order to improve member's willingness to cooperate and realize the normalization of the union,we need to strengthen the system establishment of member accounts and make clear the contractual relationship between members and organizations.By strengthening the cooperation and mutual benefit among the members of the union,the identity of the members will be enhanced.We also should pay attention to the difference of the investment willingness of different level members,innovate the way of multiple shares,ensure that the equity of the union is not too unbalanced,and maintain the democracy of the union.The possible innovative points: First,taking typical cases as the breakthrough point,we compare the influence characteristics of two modes,and divide the membership level of the union,which provides a reliable basis for the construction of the empirical model.Second,the research puts forward and constructs the influence model of the cooperative willingness of the members of the union,and carries out a micro empirical analysis.There are more literature from the macro perspective to analyze the function and function of the union.The research object and the angle of view are more new.