The Impact of Market Orientation and Self-Perception on the Heterogeneity of Cooperative Members: Analysis Based on Structural Equation Modeling

Liming Zhao; Sumei Liu

doi:10.62762/JSSPA.2024.184862

Article Information

Published in Journal of Social Systems and Policy Analysis

Volume/Issue Volume 1, Issue 2, 2024

Pages 61-71

Abstract

Effective governance and operation of cooperatives will play an important role in rural revitalization. Taking Henan Province as an example, this paper uses structural equation model to analyze the impact of external market orientation and internal self-awareness on the heterogeneity of farmers' professional cooperatives. It is concluded that the formation of the heterogeneity of farmer specialized cooperative members is not only caused by the influence of external market factors, but also caused by the difference in the degree of self-cognition of members. Moreover, the influence degree of market factors is greater than that of members' self-cognition, and the direct influence effects are 0.192 and 0.592 respectively. In the market orientation, the attainment of more market benefits, the need to improve market competitiveness, the satisfaction of different customer needs in the market and the success of cooperation among market cooperatives or other organizations will aggravate the degree of member heterogeneity. The higher the degree of self-cognition on the value of cooperatives, the necessity of scientific internal governance of cooperatives, the demand for profits in cooperatives and the more knowledge on the relevant laws of cooperatives will increase the possibility of the formation of member heterogeneity.

Graphical Abstract

The Impact of Market Orientation and Self-Perception on the Heterogeneity of Cooperative Members: Analysis Based on Structural Equation Modeling

Keywords

market orientation self-perception heterogeneity of members

Data Availability Statement

Data will be made available on request.

Funding

This work was supported without any funding.

Conflicts of Interest

The authors declare no conflicts of interest.

Ethical Approval and Consent to Participate

Not applicable.

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APA Style

Zhao, L.,& Liu, S. (2024). The Impact of Market Orientation and Self-Perception on the Heterogeneity of Cooperative Members: Analysis Based on Structural Equation Modeling. Journal of Social Systems and Policy Analysis, 1(2), 61–71. https://doi.org/10.62762/JSSPA.2024.184862

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TY  - JOUR
AU  - Zhao, Liming
AU  - Liu, Sumei
PY  - 2024
DA  - 2024/06/02
TI  - The Impact of Market Orientation and Self-Perception on the Heterogeneity of Cooperative Members: Analysis Based on Structural Equation Modeling
JO  - Journal of Social Systems and Policy Analysis
T2  - Journal of Social Systems and Policy Analysis
JF  - Journal of Social Systems and Policy Analysis
VL  - 1
IS  - 2
SP  - 61
EP  - 71
DO  - 10.62762/JSSPA.2024.184862
UR  - https://www.icck.org/article/abs/JSSPA.2024.184862
KW  - market orientation
KW  - self-perception
KW  - heterogeneity of members
AB  - Effective governance and operation of cooperatives will play an important role in rural revitalization. Taking Henan Province as an example, this paper uses structural equation model to analyze the impact of external market orientation and internal self-awareness on the heterogeneity of farmers' professional cooperatives. It is concluded that the formation of the heterogeneity of farmer specialized cooperative members is not only caused by the influence of external market factors, but also caused by the difference in the degree of self-cognition of members. Moreover, the influence degree of market factors is greater than that of members' self-cognition, and the direct influence effects are 0.192 and 0.592 respectively. In the market orientation, the attainment of more market benefits, the need to improve market competitiveness, the satisfaction of different customer needs in the market and the success of cooperation among market cooperatives or other organizations will aggravate the degree of member heterogeneity. The higher the degree of self-cognition on the value of cooperatives, the necessity of scientific internal governance of cooperatives, the demand for profits in cooperatives and the more knowledge on the relevant laws of cooperatives will increase the possibility of the formation of member heterogeneity.
SN  - 3068-5540
PB  - Institute of Central Computation and Knowledge
LA  - English
ER  -

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@article{Zhao2024The,
  author = {Liming Zhao and Sumei Liu},
  title = {The Impact of Market Orientation and Self-Perception on the Heterogeneity of Cooperative Members: Analysis Based on Structural Equation Modeling},
  journal = {Journal of Social Systems and Policy Analysis},
  year = {2024},
  volume = {1},
  number = {2},
  pages = {61-71},
  doi = {10.62762/JSSPA.2024.184862},
  url = {https://www.icck.org/article/abs/JSSPA.2024.184862},
  abstract = {Effective governance and operation of cooperatives will play an important role in rural revitalization. Taking Henan Province as an example, this paper uses structural equation model to analyze the impact of external market orientation and internal self-awareness on the heterogeneity of farmers' professional cooperatives. It is concluded that the formation of the heterogeneity of farmer specialized cooperative members is not only caused by the influence of external market factors, but also caused by the difference in the degree of self-cognition of members. Moreover, the influence degree of market factors is greater than that of members' self-cognition, and the direct influence effects are 0.192 and 0.592 respectively. In the market orientation, the attainment of more market benefits, the need to improve market competitiveness, the satisfaction of different customer needs in the market and the success of cooperation among market cooperatives or other organizations will aggravate the degree of member heterogeneity. The higher the degree of self-cognition on the value of cooperatives, the necessity of scientific internal governance of cooperatives, the demand for profits in cooperatives and the more knowledge on the relevant laws of cooperatives will increase the possibility of the formation of member heterogeneity.},
  keywords = {market orientation, self-perception, heterogeneity of members},
  issn = {3068-5540},
  publisher = {Institute of Central Computation and Knowledge}
}

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