Analysis On Performmance Influence Factor Of Farmers Specialized Cooperatives Based On The Perspective Of Farmers

While the rural productive is promoted by Family-Contract Responsibility System,‘small peasant household’, which is the product of the policy of ‘parceling out land toindividual households’, has been demonstrated lacking of initiative and competitiveness inMarketing Competition and increasingly unsuitable to the development of MarketingEconomy, so rural economy needs institutional innovation. In this background,farmers’specialized cooperatives, as innovative forms of production organization to generateand develop, have become the proprietor which represents the most widely interests offarmers. Nationally, with the deficiency of motivation, the development level of farmers’specialized cooperatives is not high, and there is still much room for farmers to improve theirrecognition and credibility about the farmers’ specialized cooperatives. Research on issues toinfluencing factors of cooperative performance based on the perspective of farmers can figureout the problems that exist in the farmers’ specialized cooperative. And it can also provide anappropriate solution based on the problems to help cooperatives to achieve a healthy andnormative development while better helping the farmers making profits and promoting theagricultural economy.In this study, based on the summary of the research on some achievements of home andabroad, we use theories such as Stakeholders Theory and Farmer Economic Theory as thetheoretical basis to select some performance indicators from the perspective of farmers,including farmers’ personal features, production characteristics, product features and theperception and satisfaction on the cooperatives. And accordingly we designed a questionnaireand chose Yang-ling Demonstration Zone as our research location. Then, we surveyed thefarmers who had already been associated with farmers’ specialized cooperatives by a visit or atelephone interview. Finally, we received a total of189valid questionnaires.In this study, firstly, we tested the reliability and validity to verify the significance of theselected indicators based on the original data. Secondly, we used SPSS20.0to have a factoranalysis about the influencing factors of cooperative performance based on the perspective offarmers. Besides, we also analyzed both the performance of farmer cooperatives and itsinfluencing factors path and interrelationship to obtain the significant factor of cooperative performance from the perspective of farmers by establishing structural equation model withAMOS20.0. The results showed that the cooperatives affect more on stabilizing price than onincreasing income. The influencing factors of cooperatives’ performance are, in descendingorder, farmers’ personal features, production characteristic, perception of cooperatives,product features and satisfaction on cooperatives. Among the observed variables, the factorswhich having higher levels of influence on cooperatives’ performance are the averageeducational level of cooperative members, the production scale of planting, loan percentageand famers understanding and caring level on the their cooperatives. Based on the aboveanalysis, this paper provided some suggestions as a reference for relevant policies.