Analysis on Continuous Cooperative Intention of Members from Farmers' Professional Cooperatives in Heyuan City

The number and scale of farmers' professional cooperatives in China are expanding rapidly. It is of great significance to explore the members' intention of farmers' professional cooperatives to participate in cooperation continuously to ensure the stability and coherence of cooperatives. On the basis of Ajzen's theory of planned behavior, this paper introduced the perceived variable of organizational support to construct a theoretical model of members' intentions to participate in agricultural cooperatives continuously. Based on the survey data of 211 members of cooperatives in Heyuan City, this theoretical model is tested by structural equation. The results showed that behavioral attitudes, perceived organizational support, perceived behavioral control and subjective norms have significant positive effects on members' intention to continue cooperation. Based on the empirical results, reasonable suggestions were put forward to improve the level of farmers' professional cooperatives and enhance the cooperative members' sustained cooperation intention.