Research On Members’ Investment Willingness In Specialized Farmer’s Cooperatives

In recent years,with the continuous development of cooperatives,which has made remarkable achievements in agricultural production,farmers’ income and rural construction.It has been proved that farmers’ professional cooperatives play a very important role in the standardization of agricultural production,branding of agricultural products and farmers’ organization.At present,in the development of cooperative,it is a difficult problem for the cooperatives receive financing.In particular,there has been a contradiction that the specialized farmer’s cooperatives played a very important role in economy developing and farmer’s income increasing,but the financial institutions did not give enough support to them.So,it is always a focus point: how to break the financing problem of specialized farmer’s cooperatives.Depending on the cooperatives capital requirements,the internal financing is preferred when the cooperatives needs daily turnover,build small irrigation facilities and purchase of agricultural machinery.but the cooperatives have problem of internal financing because of the organizations lack of effective cooperative financing mechanism,professional management personnel and other issues.In addition,due to the differences of equity is too large and the characteristics of nonprofit,the members have low investment willingness.Therefore,it is necessary to study factors which affect the members’ investment willingness.On the basis of the theory review,this paper constructs the regression model of individual characteristics,cognitive level,cooperative function,behavior attitude,subjective norm,perceptual behavior control and investment intention under the guidance of extended planning behavior theory.The empirical results show that:(1)the household income in the individual characteristics of the members of the variable significantly positive impact on the members’ investment willingness;(2)cognitive level of the members of the cooperative decision-making system more clearly,the stronger the investment willingness;(3)the higher the degree of trust in the famers’ cooperative organization,more positive attitude of the members,the greater the enthusiasm of the investment;the better the service provided by the members to the cooperatives,the stronger the investment willingness;the higher the recognition of the profitability of the cooperatives,the higher the investment enthusiasm;(5)subjective norms in this group of variables if the members have relatives and friends as a cooperative’s management layer,the investment willingness significantly higher than others;(6)the perceived behavior control of this group of variables,the members perceived by their own degree of influence on the decision-making cooperatives,and perceived the risk of withdrawal from the farmers’ cooperative organizations,the lower the cost,The stronger the willingness to invest in the farmers’ cooperative organizations.According to the actual situation of the research and the results of empirical analysis,this paper got four conclusions below: Firstly,the cooperative should be based on the project amount required and the cost of financing,use different investment strategy.Secondly,the cooperative development funds mainly come from the internal financing,but the members’ investment willingness is not high.Thirdly,not only the cooperative,but also to the members,money is the important restrict factors.Therefore,the most effectively ways to stimulate the members’ investment willingness is improve the level of members’ income,which can increase the capital accumulation and stimulate the members’ investment enthusiasm.Fourthly,the members’ investment willingness affected by the behavior attitude,investment risks and he surrounding farmers.In order to improve the cooperatives’ internal financing ability,increase members’ investment willingness.According to empirical results,this paper puts four feasible suggestions below:(1)In order to get the member’s investment effectively,managers of the cooperatives have to formulate reasonable financing strategies;(2)Encourage the members participate the transaction management of cooperative via improving the democratic system;(3)Strengthen the cohesiveness of cooperatives by establish the culture system of cooperation organization;(4)The managers should analysis the characteristic of the member to develop the cooperation effect of the cooperation organization.