Study On Purchase Intention Of Agriculture Insurance From Thr Perspective Of Perceived Value

As a kind of marketized risk transfer and coping mechanism, agricultural insurance is aneffective way to cover farmers’ losses, scatter agricultural risks, increase farmers’ income andguarantee the continued production, however agriculture insurance is in the troughs for a longtime in our country. Faced with this situation, it needs to find the cause of this phenomenon.Before consumers making decisions, they usually consider the product or service whethermeets with their demand, so subjective perceived value will directly influence their purchaseintention. Research shows that the higher consumers’ perceived value, the stronger theirpurchase intention. Farmers give up to buy agricultural insurance, because their perceivedvalue is not high enough to make the purchase decision. Therefore, this study brings theperceived value in the research on purchase intention of agricultural insurance and tries topromote the development of agricultural insurance in China.Through reviewing research results of scholars, the study defines the perceived value,purchase intention and their relationship and studies the research method, which providestheory basis for elements system construction of agricultural insurance and empirical researchprovides. Then, through the reliability, validity of inspection and factor analysis, this studycorrects the system of farmers’ perceived value on agricultural insurance and finally forms anevaluation system, including claims service, function value, product value, credit image,service quality and the additional value. Finally, the study obtains the score of farmers’perceptive value. In order to further study the relationship between the perceived value andpurchase intention of agricultural insurance, this study makes a regression analysis onperceived value and purchase intention. At the same time, because of the individualdifference variables, farmers’ perceived value will also be affected by these variables atdifferent levels. Therefore, the theoretical model includes gender, age, family income, landarea, economic types and the education degree. According to the research results, this paperputs forward the policy suggestion.The results shows that:(1) the score of general farmers’ perceived value is low (2.3618 points), each dimension score from high to low respectively is: the product value (3.2674points), function value (3.2077points), the additional value (2.7784points), professionalquality (1.9952points), claims service (1.8221points), credit image (1.1904points). Becauseperceived value and purchase intention have the positive correlation, so farmers’ willingnessto buy agricultural insurance is not strong.(2) The six dimensions of farmers’ perceived value(claims service, function value, product value, credit image, service quality and the additionalvalue) all affect the purchase intention in a positive role. When farmers show affection onagricultural insurance, their perceived value will increase and the likelihood of purchase willbe greater; When farmers’ perceived value reduces, their enthusiasms to buy agriculturalinsurance will fall and the purchase intention will also weaken.(3) farmers’ perceived valueis influenced by their own economic types (pure agriculture, non-agricultural or multipleoccupations), education level, land area and family income.