Analysis on the Members' Satisfaction of Farmer Professional Cooperatives and Its Influencing Factors—Taking the Flowers and Plants Professional Cooperatives in Changxing County of Zhejiang Province as an Example

Farmer professional cooperatives are an important subject of agricultural socialized services in China. Based on the ACSI model and the sampling survey data of 200 members of farmer professional cooperatives in Changxing County, the structural equation model was used to analyze the factors influencing the satisfaction of the members of farmer professional cooperatives. The results showed that the perceived quality of socialized service, the perceived value of socialized service, and the expectation of socialized service all had a positive impact on the satisfaction of members, and the degree of influence was in order. The satisfaction of members positively affected the future behavior of the members. Therefore, the countermeasures were put forward from the aspects of establishing and perfecting the socialized service mechanism of cooperatives, expanding the sales market, strengthening the technical guidance and training for the members, and broadening the channels of providing information service and financial service.