Empirical Research Of Risk Perception Influence Farmers' Willingness To Participate In The Urban And Rural Residential Insurance

Farmers' willingness to participate has been low since the primary endowment insurance for urban and rural resident formally puts into action.Scholars usually focus on the objective factors when they study on this research,yet,as one of the Subjective factors,risk perception was rarely been concerned.In order to find out the effect of risk perception on farmers' willingness to participate,this paper draws on the PTC model and combines with the actual status of the primary endowment insurance for urban and rural resident in China to build a model of risk perception affects farmers' participation willingness.Based on the 909 valid questionnaire data of some administrative villages in Xinjian County,Nanchang,the model of risk perception affects farmers' participation willingness was simulated,corrected and tested by using the structural equation model,and the empirical analysis was made to provide theoretical support for further improvement of the primary endowment insurance.The results of this study show that: Trust of Policy is positively correlated with both Pension risk perception and farmers' participation willingness,but it's relevance with consumption risk perception is not significant;The Cognition of Insurance is negatively correlated with consumption risk perception,but positively correlated with farmers' participation willingness;Pension risk perception is positively correlated with farmers' participation willingness;Consumption risk perception is negatively correlated with farmers' participation willingness.Combined with accurate theory of risk perception and the actual situation farmers' participation in some administrative villages in Xinjian County,Nanchang hypothesis test results to be explained.Finally,based on the analysis of empirical results,and combined with the situation in Xinjian county,this paper proposed some relevant suggestions on how to improve the development of the primary endowment insurance for urban and rural residents.