农民专业合作社社员满意度及其影响因素分析

翁越飞 刘德弟 沈泉

摘 要：农民专业合作社是我国农业社会化服务的重要主体，借鉴ACSI模型，基于长兴县200份农民专业合作社社员抽样调查数据，采用结构方程模型对农民专业合作社社会化服务社员满意度的影响因素进行分析，结果表明：社会化服务感知质量、社会化服务感知价值、社会化服务期望都对社员满意度产生正向影响，影响程度依次排列;社员满意度正向显著影响社员的未来行为。就此从建立健全合作社社会化服务机制，扩展销售市场，加强对社员的技术指导与培训，拓宽提供信息服务及资金服务渠道等方面提出对策建议。

关键词：满意度;社会化服务;农民专业合作社

中图分类号：F 321.42 文献标志码：A 文章编号：0253-2301（2021）01-0051-07

DOI：10.13651/j.cnki.fjnykj.2021.01.009

Abstract：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.

Key words：Satisfaction; Socialized service; Farmer professional cooperative

作為乡村产业的主力军，合作社已经成为重要的新型农业经营主体和现代农业建设的中坚力量，在促进农业适度规模经营、推动乡村振兴、实现小农户和现代农业发展有机衔接、促进农民增收致富中发挥的作用越来越突出。

多年来国家高度重视合作社服务功能的发展，2019年中央一号文件强调发展乡村新型服务业，重点支持农民专业合作社、农业服务公司等开展农技推广工作。2019年9月，11部委发布《关于开展农民合作社规范提升行动的若干意见》，提出强化服务功能，鼓励农民合作社加强技术指导、市场营销等关键环节能力建设，鼓励合作社延伸产业链条，拓宽服务领域，为小农户和家庭农场提供农业生产性服务[1]。……