Research On The Relationship Between The President Reputation And The Internal Trust Established In Farmers' Professional Cooperatives

Farmers' professional cooperatives as an important new form of business entities got great attach by the government.In recent years,they developed rapidly.In this booming trend,farmers' professional cooperatives hide all kinds of difficulties and problems.The problem is mainly manifested in the confusion and lack of external support of internal governance.Among them,the internal governance issue is the most fundamental factor of all issues.The internal governance issue is a direct result of the cooperative "false cooperation,cooperation in space," "weak cooperation,strong control" and other common problems.President reputation and internal trust as a binder play an important role for strengthening the cooperative and management of people to ensure the effective operation of cooperatives.This study is based on the basic situation of cooperatives,rooted in the vast rural areas actually to address the problem of internal governance of cooperatives as the fundamental starting point.By constructing a structural equation model between the president's reputation and the internal trust established to explore the internal logic of the relationship between the two.It has a strong theoretical and practical value.In theoretical terms,the study explored the president's reputation evaluation system and expanded the scope the theory of reputation.At the same time enriching the trust established theory for the relationship of trust and reputation provides empirical reference;In terms of practical significance,the study clarified the logical relationship established reputation and trust,so as to strengthen the internal governance of cooperatives,increase internal cohesion,continuity feasible suggestions later development of cooperatives and ensure the healthy and sustainable development of cooperatives.This study was set up to take the theoretical model-the basic idea was to carry out empirical research.First of all,constructing the president's reputation evaluation system.The study based on the reputation of a large number of literature studies.The stakeholder theory and the role of theory are the basic theory of the study.To carry out work related to the president and stakeholder groups to organize interest demands president's analysis.Construction of the president's reputation measure contains three dimensions,namely the ability president,president of performance and social impact.Theories of the role of research as the guiding ideology,visualize into the president's reputation in the president's role in cooperatives.President role to work is a bridge to build stakeholders president's reputation evaluation system.Secondly,building internal trust evaluation system.The study have the trust of a large number of literature studies.The prospect theory is the basic theory to study trust.In consideration of cooperatives external environment characterized to study trust.In accordance with the prospect of selecting "edit-evaluation n the basic psychological processes changes to research the dynamic process of establishing internal trust.Build internal trust established from "generation-Strengthening-stable" dynamic process.Based on this,the internal trust into "perception of trust,cooperation and the maintenance of emotional identification" three dimensions,combined with the characteristics of each dimension of the internal evaluation system to establish trust.Once again,Theoretical Model.Starting from the theoretical study,the study will make reasonable assumptions between the three dimensions of the president's reputation(include president capability,performance and social impact of the president)and the three dimensions of the internal trust(include trust perception,cooperation in the maintenance and emotional identity).And separately for each dimension of depth composition,meticulous research,as well as the reputation of the president to build structural equation model measure within the system and establish trust relationship between the two.At last,Empirical Research.The forty cooperatives in Sichuan Province are the research objects to be studied.The collection of data obtained through this study mainly investigated the way field visits,depth interviews and seminars,etc.Final data will be obtained through the use of descriptive statistical methods that the basic situation of cooperatives and the respondents surveyed.By running and correction of structural equation modeling using causal path analysis to find out the relationship between the president and the internal trust established reputation.Eventually the study can be able to clear causal chain of influence conduction realities.The results show that:(1)In the production phase of the establishment of trust,the president's personal capacity,performance and social impact as president reputable signal will be spread and perceived to promote the rapid creation of trust.(2)In the maintenance phase of the trust,with the deepening of cooperation,the members' demands of president individual ability will gradually fade,and they will pursue more benefits.In this case,the performance of the president and the social impact of the president's reputation will become a manifestation of a new round of promotion of cooperation maintained.(3)In stable trust,president performance and social impact continue to meet the expectations and needs of the members of the president's continuous distillation of emotion,showing loyalty,satisfaction and other emotional identification feature,then trust is stabilized.In order to promote the sustained and healthy development of cooperatives,the study will presents some policy recommendations.These recommendations include strengthening the president from the perspective of individual ability,performance and image of the set,to strengthen partnership and emotional relationships,and from the perspective of the continuation of the cooperative,and made some heritage work.So that promoting health cooperatives from today and future which the two space-time protection can promote the healthy and sustainable development.Specific suggestions included:(1)President enhanced their overall capacity and performance,strengthening the members' willingness to cooperate.(2)Emphasis on performance and image of the president to build and deepen partnerships.(3)Timely transition president role,promoting the development of cooperatives conform.(4)Reasonable choice of leadership style president,establish deep feelings chain.(5)Good inheritance and development,cooperatives continued vitality.