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The Impact of Market Orientation and Self-Perception on the Heterogeneity of Cooperative Members: Analysis Based on Structural Equation Modeling
Research Article | Published: 2 June 2024
IECE Transactions on Social Statistics and Computing Volume 1, Issue 2, 2024: 61-71
Volume 1, Issue 2, IECE Transactions on Social Statistics and Computing
Volume 1, Issue 2, 2024
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HangYuan Guo
HangYuan Guo
Innovation college, North-Chiang Mai University, Thailand
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IECE Transactions on Social Statistics and Computing, Volume 1, Issue 2, 2024: 61-71

Free to Read | Research Article | 2 June 2024
The Impact of Market Orientation and Self-Perception on the Heterogeneity of Cooperative Members: Analysis Based on Structural Equation Modeling
by
Liming Zhao Liming Zhao 1 *
Sumei Liu Sumei Liu 1
1 Henan Vocational College of Agriculture, Zhengzhou 451450, China
* Corresponding Author: Liming Zhao, [email protected]
DOI: 10.62762/TSSC.2024.184862
Received: 6 May 2024, Accepted: 23 May 2024, Published: 2 June 2024  
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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 0.592 and 0.192 respectively. In the market orientation, the attainment of more market benefits,the need to improve market competitiveness,the satisf-action of different customer needs in the market and the success of coopera- tion 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 1 Research background
Funding
This work was supported without any funding.
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Cite This Article
APA Style
Zhao, L.,& Liu, S. (2024). The Impact of Market Orientation andSelf-Perception on the Heterogeneity of Cooperative Members:Analysis Based on Structural Equation Modeling. IECE Transactionson Social Statistics and Computing, 1(1), 30–40 https://doi.org/10.62762/TSSC.2024.184862
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