Study On The Influencing Factors Of The Willingness Of Apple Growers To Participate In Farmers’ Cooperatives In Qixia City

In the context of the new era,the Party and the state attach great importance to the construction of rural governance systems and actively introduce relevant policy documents to consolidate the development of cooperatives.The continuous development of cooperatives plays a positive role in improving the degree of farmers’ organization,reducing production and transaction costs,and promoting farmers’ income growth.Qixia City is also closely following the national strategic pace and vigorously supporting the development of farmers’ cooperatives.During the development process,local cooperatives have prominent negative problems,resulting in low actual participation rates of local farmers’ cooperatives,seriously hindering the sustainable development of cooperatives.In order to enhance the willingness of local farmers to participate in cooperatives and encourage them to actively participate in the development of cooperatives.This article will take apple growers in Qixia City as the research object,and analyze the influencing factors of farmers’ willingness to participate in cooperatives through research.Based on the theory of planned behavior,the theory of rational choice,the theory of trust,and the theory of sustainable development,this paper selects seven local natural villages to collect data online and offline,and uses SPSS26.0 and AMOS24.0 software for data analysis.Firstly,this article proposes research questions based on the development of cooperatives and the current situation of apple growers in Qixia City,and constructs a theoretical research model suitable for this article by reading relevant theories and research results at home and abroad.The theoretical model of this article includes three independent variables(behavioral attitude,subjective norms,and perceptual behavioral control),one intermediary variable(trust),and one dependent variable(willingness to participate).By collecting 289 questionnaires,the data were analyzed by homology bias analysis,descriptive statistical analysis,reliability and validity test,correlation analysis,and structural equation was used to conduct path analysis and mesomeric effect test on the model.The results showed that behavioral attitude,subjective norms,perceptual behavior control,and trust have a certain promoting effect on participation intention;Trust plays a mediating role between behavioral attitudes,subjective norms,and willingness to participate;Perceptual behavior control has no promoting effect on trust,and it does not promote willingness to participate when trust serves as a mediator.Through the research,it is found that farmers’ willingness to participate in cooperatives is affected by many factors.Based on the analysis of relevant factors,suggestions on how to improve farmers’ willingness to participate in cooperatives are put forward from the perspectives of farmers,cooperatives and government.The suggestions put forward have certain guiding significance for helping the development of local cooperatives and speeding up the process of rural modernization.