食用菌合作社成员参与品牌建设意向的影响因素

Factors Influencing Members’ Intention to Participate in Brand Building of Edible Fungi Cooperatives

推动食用菌农业合作社品牌建设是提升合作社发展水平的重要途径,能够极大促进食用菌合作社资源的高效利用,推动乡村产业振兴的步伐,进而有效加快我国食用菌产业的国际化进程。为进一步引导农业合作社成员积极参与品牌建设,对合作社成员参与品牌建设意向的影响因素进行了探究。结果表明,以下三个方面是食用菌合作社成员对参与标准化生产意向的影响程度最为强烈;影响因素还有以下3个方面:一是对于食用菌销售收益的满意程度;二是借助合作社销售食用菌的占比;三是食用菌合作社决策的民主性。

Promoting the brand building of edible fungi cooperatives is an important way to improve the development level of edible fungal cooperatives, which can promote the efficient use of edible fungal cooperative resources and promote the development of rural industry, and then effectively accelerate the internationalization of edible fungal industry in China. In order to guide members of cooperatives to actively participate in brand building, the article explores the influencing factors of coopera-tive members’ intentions to participate in brand building. The results show that, satisfaction degree of edible fungi cooperative members has the strongest influence on their intention to participate in standardized production;Proportion of edible fungi cooperative members’ participation in standardized production intentions The degree of influence is the strongest;The democratic nature of the edible fungi cooperative decision-making has the strongest impact on the intention of the members of the edible fungal cooperative to contribute to brand building are the three main influencing factors.