Study On The Influence Factors Of Peasants’ Purchase Willing For Planting Industry Insurance In Shaanxi Province

Agriculture as the foundation industry has been supporting the development of our national economy, however, it is a weak industry, inevitably encounter all kinds of natural disasters and other risks. Agricultural and natural catastrophe risks are characteristics, because of loss and the level of serious coverage.Agricultural in our country belong to the small peasant economy, the farmers dispersed in production and management, are weak to resist the agricultural risk. Agriculture insurance is an efficient mechanism to transfer agricultural risk, compensate damage, Safeguard farmer living standard and promote the development of agriculture, so more and more get the attention of the government. China’s policy-oriented agricultural insurance has multiple pilot provinces and cities throughout the country. Shaanxi province is a big agricultural province, as well an agricultural disasters area. Policy-oriented agricultural insurance is pilot in some regions of Shaanxi province since 2006, have achieved good results, but still exists lack of effective demand, especially in the aspect of planting insurance. This article analysis the major factors which impact the demand for agriculture insurance in Shaanxi province from the perspective of local actual situation is have great theoretical and practical significance.Based on hypotheses:”Rational Behavior People” and ”The peasants are risk adverse” and relevant theory of agricultural insurance, purchase intention, this article proposes a theoretical model about the factors that influence peasants` purchasing will for agriculture insurance. analyze the factors which influence the purchasing will of agriculture insurance, anticipates the influencing direction and degree of the probably factors from the view of the peasants with data and information from random survey, Using Multinomial Logistic Model to analyze ten vari ables about Individual factors, household production, agricultural risk cognitive and perception of agricultural insurance. Through the empirical test, finally we came to the conclusion that: "Age", "education degree", "agricultural income" and "damage" four variables have a significant impact to peasants` purchasing willing for agriculture insurance of Shaanxi province. On the basis of descriptive statistical analysis and empirical analysis, this paper respectively from farmers, government and the insurance company three main angle provided some related policy proposal for the development of planting industry Policy-oriented agricultural insurance, such as strengthen the construction of "economic basis";Play the government’s auxiliary function; give full play the principal role of the insurance company.