A Study On Agricultural Insurance Purchasing Intention Of Rice Large-scale Household In Jiangsu Province

China’s grain production has suffered severely security and stability problem from global warming, frequent natural disasters, arable land etc. The first document from the central government in 2015 and 2016 proposed that we should cultivate and support the development of new agricultural management entities to increase food production and ensure national food security by large-scale operation and professional production. At the same time, large-scale production will enlarge business risk, if suffered severe disasters. Agricultural insurance can protect agricultural production and ensure grains by decentralizing agricultural risks and economic losses.The rice production of Jiangsu Province, one of the 13 major grain producing areas, accounting for more than 50 percent of total grain output, faces a variety of agricultural risks. The development of agricultural insurance of Jiangsu Province exits some problems, such as relatively low level of development, irrational structure, inadequate promotion and publicity etc. With the increased usage of agricultural mechanization, a shrinking labor force and land transfer, large-scale household has become the main form of new agricultural management entities of Jiangsu Province. The article studies on the factors, which influence large-scale household’s the intention of purchasing agricultural insurance.Through summarization and analysis on the relevant literature of agricultural insurance, we reveal that farmers’ individual characteristics, family economic characteristics, risk and insurance cognition and attitudes towards fiscal policy decision influence the intention of purchasing agricultural insurance. According to the current development situation and the existing problems of agricultural insurance, we survey the intention of purchasing agricultural insurance of large-scale household of Sihong through questionnaires and use logit model to analyze factors. By empirical analysis, we found that the education, growing area, the proportion of household income, agricultural insurance satisfaction and financial subsidy have positive impact on the intention of purchasing agricultural insurance.Finally, combined the results of empirical analysis and actual situation of agricultural insurance, this paper presents suggestion to improve the development of agricultural insurance and promote the large-scale household’s development, including innovate agricultural insurance coverage, improve the agricultural insurance mechanism, strengthen the agricultural insurance publicity efforts, and enhance the insurance company claims service quality, implement subsidy policy.