DOI: 10.14704/nq.2018.16.5.1388

Mechanism of Cooperative Performance Improvement in Agricultural Product Supply Chain Based on Behavioral Cognitive Science

Yongyue Liu, Xiangyu Guo


With the development of productivity, the old production and consumption patterns of agricultural products have been gradually eliminated, and a new supply chain of agricultural products including the whole agricultural products and their related products has been formed. Co-operatives are one of the leading models. In order to further promote the healthy development of the industry chain of agricultural products, this study starts with the cooperative performance in the supply chain of agricultural products, and carries on certain processing and analysis of the behavior data and the brain evoked potential data of the subjects participating in the brain evoked potential experiment. With the statistical principle, the study uses the SPSS software to carry on the auxiliary analysis and obtain suggestions on the improvement of performance mechanism in four aspects: sales channel, product collection mode, price formulation, and contract guarantee mechanism. It is concluded that the mechanism of effective promotion of cooperative performance level in agricultural products industry chain is related to the levels of these four factors. The researches on the promotion mechanism can facilitate the promotion of cooperative performance in the supply chain of agricultural products. This study simulates the operation process of cooperative model in the supply chain of agricultural products with the method of brain evoked potential experiment and behavioral cognitive science theory, and provides theoretical basis for improving cooperative performance in the supply chain of agricultural products.


Brain Evoked Potential, Supply Chain of Agricultural Products, Cooperatives, Performance, Behavioral Cognitive Science

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