An Empirical Study On Loyalty Of Rural Residents Endowment Insurance From The Perspective Of Generational Differences

With the change of family structure and aging of population in rural areas,the traditional style of providing older people gradually weakened which rely on land security and family intergenerational support.So in 2009,the central government started to explore the new rural social pension insurance system.2014,the new rural social pension insurance and the basic old-age insurance for urban residents social pension merger implementation.However,as a to the principle of voluntary participation of the social endowment insurance system,farmers on endowment insurance system in the degree of loyalty has system of sustainable development and the protection effect.It is of great practical significance to find out that there is a long-term participation in the tenure system and the interruption of sustained participation in the tenure system.The loyalty of rural social endowment insurance system is the unity of farmers' long-term participation willingness and sustained participation behavior.This paper explores the status of farmers' loyalty to the system and its influencing factors from the perspective of intergenerational differences.Based on the survey data of 5 provinces in China in 2015,the factor analysis method is used to construct the variables of the system loyalty,and the descriptive statistics and T test are used to analyze the intergenerational difference of the system loyalty.It is found that the loyalty of rural housing insurance system shows significant intergenerational differences.The intergenerational differences are divided into direct age effect and indirect generation effect,and multiple regression analysis is used to test the age effect and generation effect.it is found that there are significant generational differences among farmers in their loyalty to the rural social endowment system.This generational difference is the result of the combination of the age effect and the cohort effect.Using sub-sample regression analysis to test the influencing factors of loyalty of peasants in different generations,it is found that the loyalty of young farmer is mainly affected by the degree of system satisfaction.The middle-aged farmers' system loyalty is mainly affected by the ability of family support and village norms.The loyalty of old farmers is influenced by the system satisfaction and village norms.The research data show that the farmers' loyalty to the rural social endowment insurance system is a kind of low attitude loyalty and high behavior loyalty "false loyalty",which still faces the risk of breaking the insurance.There are significant intergenerational differences in the farmers' loyalty to the rural housing insurance system.This intergenerational difference is the result of the combined effect of direct age effect and indirect generation effect.The main factors affecting the system loyalty of different generations of farmers also have significant differences.It is necessary to formulate different countermeasures for farmers of different ages in order to enhance the farmers' loyalty to the rural housing insurance system,to ensure the farmers' sustained participation and to promote the development of the system.The sustainable development of the agricultural housing insurance system and the exertion of the safeguard effect.