An Investigation On The Willingness To Purchase Insurance Of Chinese Cabbage Price Index In Jiaozhou

In recent years,the party and the state have focused on "agriculture,rural areas and farmers" and are concerned with people's livelihood.The rapid development of agricultural insurance has played a huge role in solving the issues of agriculture,farmer and rural area and promoting the development of rural revitalization strategy.At the same time,the Rural Revitalization Strategic Plan(2018-2022)also proposed improvements to agricultural insurance,and encouraged the implementation of price index insurance pilots for specialty products.By the end of 2017,33 provinces had initiated or formulated pilot programs for agricultural product price insurance.Among them,pilot insurance products included pigs,food crops,vegetables and local special agricultural products.This initiative broadened the insurance service sector to address market risks.Significant contributions have been made to maintaining market stability.In this context,research has been carried out from the literature on the classification of agricultural insurance,price index insurance and purchase intention.Firstly,on the basis of a brief analysis of the operation mechanism and development of the vegetable price index insurance of Shandong Province and the price index insurance of Jiaozhou Chinese cabbage,the design plan of purchasing willingness is designed,variable measures are set according to the influencing factors,and the questionnaire is designed accordingly.Second,implement the research plan.With the help of Pacific Branch Qingdao Branch,260 questionnaires were distributed in Jiaolai Town and Jiaoxi Town,and 210 were collected.The statistical results showed that the reliability,validity and normality test were passed.Finally,the subjective norms,perceived usefulness,perceived ease of use,perceived risk,trust,attitude of use and choice willingness are determined as research variables,and hypotheses are proposed.Based on this,the model is constructed and the structural equation model based on partial least squares is selected.Using Smart PLS 3.2.7 software to analyze the influencing factors of the purchase intention of Jiaozhou Chinese cabbage price index insurance.The results show that perceived ease of use has a significant role in promoting perceived usefulness and use attitude.Perceived usefulness and trust have a significant role in promoting attitudes.Subjective norms,attitudes of use,and perceived usefulness have significant implications for purchase intention.Promote the role,perceived risk has a significant inhibitory effect on the purchase intention,the impact of trust on the purchase intention does not pass the significance test,but the impact of trust on the purchase intention has a complete mediating effect.Finally,from the aspects of strengthening publicity and interaction,innovating insurance products and business models,rationally setting target prices,and rationally using communication mechanisms,the countermeasures and suggestions for promoting the development of Jiaozhou cabbage price index insurance are proposed.