Study On Purchase Intention Of Agriculture Insurance Fromthr Perspective Of Perceived Value

Agricultural insurance is seen as a risk sharing mechanism, once the insurable agricultural disasters occur, the insurance company will give compensation to the insured farmers. Because farmers get a certain amount of economic compensation, then they can resume normal agricultural production in time. So agricultural insurance can maintain a stable agricultural economy, promote peasants to live and work in peace and contentment. But in our country, agricultural insurance started late, and we don’t have enough experience, so, farmers don’t have strong wishes to buy it. This article explores the influencing factors of agricultural insurance purchase intention based on customer perceived value and the characteristics of the agricultural insurance, it deeply studies the connotation and development of agricultural insurance as well as the perceived value and purchase intention of the relevant theories and models, builds the model of the agricultural insurance perceived value and the purchase intention of agricultural insurance, put forward some corresponding research hypothesis according to the model. After model established, this paper selects and determines the objects and scope of the questionnaire of purchase intention, as much as possible to ensure the reliability and validity of the data source. Based on the collected sample data, it analyzes and discuss there parts:first, descriptive statistical analysis was carried out on the spot check samples; second, it takes some examination to check the reliability and validity of the questionnaire, and it show that the data is reliable and effective; third, it takes correlation analysis and regression analysis to research the relationship between the variables, and set agricultural insurance after the perceived value and purchase intention model fitting, revisions and validate the assumptions. Finally, at the end of the article, it analyzes the empirical results:the function of the agricultural insurance value, emotional value, and the price value has a positive influence on purchase intention of agricultural insurance, and then it puts forward the agricultural insurance policy suggestions.