Empirical Analysis Of The Influence Factors Of Trust Cost Of Members Toward Specialized Farmers Cooperatives

With the rapid development of the specialized farmers cooperatives, the problemsexisting in the development process are growing, the prominent one is that the internalcohesive force among cooperatives is not strong. Scholars have explained importantreasons of the existing of cooperatives from the transaction cost perspective, but theirrational factors of transaction cost are ignored. While trust has explained the problemsof group cohesion from the perspective of psychological and emotional, but the studyof cost is ignored. Based on the limitations and concepts of trust and transaction cost,this study proposed the concept of trust cost with consideration of the rational and irrationalfactors and analyzed the influence of members toward specialized famers cooperatives.This study summarizes the research of transaction cost, trust and trust cost andcombines the current new development of cooperatives, regards the influence factors(member’s personal factors, president factors, other member factors, cooperativeorganization factors, relationship factors between members and cooperatives) of trust costin members of cooperatives as the research object, constructs the conceptual modelbetween trust cost (information cost, system cost, psychological cost and monitoring cost)and influence factors, discusses influence factors of trust cost.Cooperative members are regarded as the main research objectives and empirical dataare obtained through questionnaire survey in this research. Data processing is achievedthrough the use of SPSS21.0and AMOS21.0. The influence factors of trust cost aregot through reliability analysis, validity analysis, normal distribution test, confirmatoryfactor analysis and structural equation. This research is supported by the followingconclusions, president factors, other member factors, cooperative organization factors,relationship factors between members and cooperatives have significant positive effectson each dimension of trust cost (information cost, system cost, psychological cost andmonitoring cost); member’s personal factors do not influence each dimension of trustcost significantly. Among president factors, the management capability has the greatestimpact while the responsibility has the minimal impact; in other member factors, theintegrity has the largest impact and the reputation has the minimal impact; in cooperative organization factors, cooperative supervision and punishment system has the largest impactand the cooperative performance has the minimal impact; in relationship factors betweenmembers and cooperatives, the frequency of members communication has the largestimpact and the trading frequency between members and cooperative has the minimalimpact.This study attempts to make an in-depth research of cooperatives internal cohesionthorough influence factors of trust cost, deepen the understanding of trust cost, providemore theoretical basis for improving internal cohesion of cooperatives and propose areference for the future development of cooperatives.