Research On Policy-oriented Agricultural Insurance Purchase Intention Based On Perceived Value

Agriculture as a weak industry facing kinds of diversity and high risk of agricultural natural disasters.In order to effectively spread risk caused by natural disasters,the Chinese government attaches more attention to agricultural insurance,which is a natural disaster compensation mechanism.The practical experience from developed countries such as the United States and Canada proved that the fully commercialize agricultural insurance is almost defeated.From Central First Document,the national central government first put forward policy-oriented agricultural insurance in 2004.Until officially pilot policy-related agricultural insurance in our country in 2007.It brings the policy-oriented agriculture insurance into practicing stage from theoretical research.Over this year,policy-oriented agricultural insurance buying enthusiasm is not high in implementation process.Soyeon believes that intention is the root cause of decision.The reason why consumers give up buying,mainly because consumers’ purchase intention will not be able to achieve the degree of purchase decision.Therefore,in order to improve the enthusiasm of farmers to purchase policy-oriented agricultural insurance,it is necessary to strengthen the farmers’ purchase intention.In this study,customer perceived value as a starting point,combined with the characteristics of policy-oriented agricultural insurance,to explore the impact of perceived value on farmers’.Through the summary of agricultural insurance,perceived value,purchase intention and other related documents,combined with the theory of consumer behavior,the study constructed a theoretical relationship between perceived value and purchase intention.And the government policy guidance as a moderating variable brought into model of perceived value.In order to verify the correctness of the theoretical model,a questionnaire survey was conducted on three place:Xunwu,Yugan,Zhangshu.This essay draws the conclusions through the questionnaire data analysis.The result shows that functional value,emotional value and social value are significant positive correlation to purchase intention.Perceived risk is significant negative correlation to purchase intention.The government policy guidance’s moderating effect was partly established.Finally,based on the results of the questionnaire data analysis,this paper puts forward some suggestions to intensify the farmers’ purchase intention about policy-oriented agricultural insurance.