Farmer Households Behaviors In Attending Funds Mutual Cooperative And The Influencing Factors Based On The Theory Of Planned Behavior

The imperfection of rural financial development has long restricted the development of the rural economy.Financial institutions such as credit cooperatives,postal savings banks,and agricultural banks that serve rural areas have a strong commercial nature.There are very few loan projects for farmers whose incomes are unstable,which cannot meet the funding needs of farmers.Where there is demand,there will be market.Farmers gather their own funds to establish an informal financial organization,which is the farmers’ mutual fund cooperatives,to solve their temporary financial needs.Farmers’ mutual funds cooperatives have alleviated the shortage of rural loan funds to a certain extent,but they also have limitations when developing,such as the small scale of cooperatives and insufficient participation of farmers.Taking the status of the rural financial system as the background,this paper takes the Fuhe Farmers Funds Mutual Aid Cooperative in Chuandong Town as the research object.Through the interviews with the principals of the cooperatives and the field investigation of the cooperatives,the status of the farmers’ mutual funds cooperatives in Chuandong Town was investigated.400 questionnaires were designed and distributed to 72 groups in 7 administrative villages of Chuandong Town.The design of questionnaire is based on the three aspects of farmers’ subjective attitudes,which are behavioral norms,and perceptual behavior control.Through the data collected by the questionnaire,we try to find out the basic situation of the farmers and the factors affecting whether the farmers participate in the cooperatives.The article uses the Logit regression model to find the significant influencing factors of farmers’ social participation behavior.The research results show that whether the farmers are local large-scale breeding households or individual industrial and commercial households(personal reason),whether there is village media for publicity(Village media effect),whether there are relatives and friends to join the society(Peer effect),and the evaluation of the advantages and disadvantages of the farmers’ mutual funds cooperative cooperatives(Leadership promotion effect)has a significant impact.According to the empirical results and the investigation of the Fuhe Farmers Mutual Cooperatives in Chuandong Town,this paper offers following policy recommendations in order to improve the level of rural financial services,promote the healthy development of farmers’ mutual funds,and further expand the scale of farmers’ participation: Improve the relevant policies of farmers’ mutual funds cooperatives,raise the awareness level of farmers to the mutual aid cooperatives,improve the service level of farmers’ mutual funds.