DUAN Xuehui,LI Xiaohong,ZHAO Xintong.Analysis on cooperatives pension services from the perspective of “reality- value” goal interaction [J]. Journal of Shanxi Agricultural University(Social Science Edition),2022,21(3):90⁃99.
Farmers' cooperatives provide rural mutual pension services with financial support, daily consideration and spiritual consolation, which is an important supplement for the traditional model. Based on the social action theory, taking H Village cooperative in H Province as an example, this article analyzes the behavior logic of cooperatives’ participating in rural mutual pension services from the perspective of "reality-value" goal interaction. The results revealed that it not only had the value appeal of continuing the traditional filiality culture, but also had the realistic appeal of improving the life quality of the elderly in rural areas. It was the result of continuous interaction between the "realistic appeal" and "value appeal". The dual goals interactive processes included the generation and inculcation of cooperative pension philosophy, the communication and coordination of cooperative pension action and the practices of cooperative pension services. To perfect the cooperative pension, we must improve system and mechanism construction, strengthen policy publicity, improve resources acquisition abilities, improve professional and technical service, to promote the diversified and integrated development of cooperatives pension industries.