Trust-building behaviors of agricultural cooperative members: An analysis based on 672 Apple production oriented cooperatives in Shandong and Shaanxi, China

Trust is not only a necessary condition for the occurrence and existence of cooperative behavior, but also a basic prerequisite for the success of cooperative relations. For cooperatives, whether or not having a high degree of trust among members directly determines whether a sustainable and stable development can be achieved in the future. Based on the survey data of 672 members in Shandong and Shaanxi provinces, this paper makes an empirical analysis of the factors affecting members' trust in cooperatives. The research results show that the current members' trust in the cooperatives is generally low, and the emotional trust is lower than the cognitive trust; the trust level of the members in the cooperatives is mainly affected by the governance characteristics of the cooperatives, in which the reciprocal transaction and the organizational reputation have a confidence in the members' cognition. Obviously improve the function, behavior supervision has a significant inhibitory effect on the emotional trust of members, information communication and management participation have a significant role in promoting the trust of members in different dimensions; in the members of the characteristics and organizational structure and other factors, the degree of education, years of membership, The planting area and the size of the members also have significant influence on the trust of members. (via Google translate