A Study On The Willingness Of Farmers To Purchase Commercial Insurance And Its Influencing Factors In Shandong Province

With the rapid development of rural economy,the corresponding social security mechanism has been established in rural areas.However,the way for farmers to prevent risks is not sound enough,and various contradictions and problems emerge one after another.The promotion and development of commercial insurance in rural areas can help disperse various risks faced by farmers in agricultural production,old-age care and medical care,alleviate their living pressure and ensure basic life.Commercial insurance gets the concern of national,enterprise and social all circles in recent years,become the main force that participates in social managementin the report to the 19 th national congress of the communist party of China,the top priority should be given to solving the problems concerning agriculture,rural areas and farmers.We must,in accordance with the requirements of "resolutely fighting major risks",strengthen our awareness of potential dangers,make solid progress in the reform of the insurance industry,and actively yet prudently handle risks.Accordingly,want to accelerate development contemporary insurance service industry,jumping-off point and foothold should make insurance industry participates in social management system adequately namely.It is obviously worth paying attention to and evaluating the influence of China's commercial insurance system on farmers' insurance demand and how to improve its ability to disperse risks in rural areas.The theoretical circles at home and abroad have done a lot of research on urban commercial insurance and its influencing factors,but there is no systematic and in-depth study on the purchase intention and development relationship of rural commercial insurance.This study takes five poverty-stricken counties in Shanghe County,Ningyang County,Dongping County,Linqing City and Cao County in Shandong Province as research objects,based on 376 valid survey data from five counties,based on insurance utility,preventive savings,farmer behavior,and Aldrich ERG demand theory.Construct an analytical framework of “one point and three sides”,analyze the willingness of farmers in Shandong Province to purchase commercial insurance(ideology layer),factors affecting purchasing behavior(behavior layer),and reasons for unwillingness to purchase(causal layer).Based on this logical relationship,an orderly logistic regression model is used to analyze the willingness and influencing factors affecting farmers' purchase of commercial insurance.This article is divided into five chapters,the main contents are as follows:The first chapter is an introduction.The introduction is the general outline of the whole thesis.The whole paper is elaborated with the research background and research significance.In the analysis,the more realistic background requirements of this topic can be seen,as well as the theoretical significance and practical significance of the research.The second chapter is the core concept and theoretical basis of commercial insurance research.On the basis of the concept of rural commercial insurance,it seeks theoretical support from relevant insurance utility theory,preventive savings theory,farmer behavior theory and Aldford ERG demand theory,and analyzes the theoretical basis of whether farmers participate in rural commercial insurance.The third to fourth chapters are empirical tests,which are also the core content of this research,and solve the main problems raised in this paper.Among them,the third chapter is the current situation of farmers purchasing commercial insurance in Shandong Province.This chapter first describes the choice of survey location,questionnaire design and survey methods,using the collected survey data,data analysis and statistical analysis of sample characteristics(personal situation,family situation)and farmers' willingness and behavior to purchase commercial insurance.The fourth chapter analyzes the influencing factors of farmers' willingness to purchase commercial insurance in Shandong Province.Based on the empirical survey data,the variable setting and model construction are carried out.The ordered logistic regression model is selected,which is set in the analysis framework of “one point and three sides” and its framework.Under the variable of the willingness of farmers to purchase commercial insurance,the main and secondary factors affecting farmers' willingness to purchase commercial insurance and their influencing effects are studied through regression analysis.The fifth chapter is the research conclusions and countermeasures.Firstly,the basic conclusions and extension conclusions of this research are summarized,and then the four aspects of commercial insurance marketing object,innovative commercial insurance concept and product design,deep integration of commercial insurance and social insurance,and active participation in social governance based on insurance information system are divided.Extract specific policy recommendations.The main conclusions of this paper are as follows:1.Good health,family income source is non-agricultural income,poor households with established credit cards,high level of commercial insurance contributions,and the willingness of farmers to purchase commercial security is low,and vice versa.2.The level of commercial insurance contributions,the level of understanding of commercial insurance,physical health status,and whether or not to establish a poor household card is the main variable affecting the willingness of farmers to purchase commercial insurance.3.The development of the social insurance system has not produced a “crowding out effect” on the development of rural commercial insurance.Although social insurance and commercial insurance are substitutes for each other,rural social insurance does not conflict with the development of rural commercial insurance.4.Cognitive level and economic status significantly affect the level of willingness of farmers to purchase commercial insurance.The economic basis is the material support for farmers to purchase commercial insurance.The main innovations of this paper are as follows:1.Innovation in research perspectives.Taking the farmers' willingness to purchase commercial insurance in Shandong Province as the starting point,realizing the transformation from theory to empirical research,combing the current situation of farmers purchasing commercial insurance in Shandong Province,empirical analysis of the important factors affecting farmers' purchase of commercial insurance,and then proposing countermeasures in a targeted manner.In this way,the development of commercial insurance in rural areas of Shandong Province will be promoted.2.Innovation in the research framework.Constructing a “one-three-sided” analytical framework for the influence of farmers' willingness to purchase commercial insurance,that is,analyzing the willingness of farmers in Shandong Province to purchase commercial insurance(ideology),factors affecting purchasing behavior(behavior),and reasons for not buying(cause and effect)Three aspects,comprehensively and dynamically analyze the effects of four levels(individual,family,cognition,control)variables on farmers' willingness to purchase commercial insurance.