An Empirical Study On The Factors Affecting The Farmers’ Demand Of Rural Life Insurance

In recent years,with the continuous establishment and improvement of China’s social security system,the state has paid more and more attention to the promotion and development of life insurance in rural areas.Rural life insurance has the characteristics of low premium,moderate protection,simple procedures for insuring and claiming,and general terms.As a type of rural social security model,personal insurance plays an increasingly prominent role in supplementing and perfecting the rural social security system.However,most of the products in the current rural personal insurance market are urban product duplications and simple distortions.Based on the field survey of rural households in some areas of Jiangsu Province,this paper empirically analyzes 348 relevant questionnaires and draws corresponding conclusions.Among all the influencing factors set forth in this paper,the significant factors in empirical analysis are:the education level of farmers,the maximum loss of personal injury to farmers,the proportion of subsidies provided by the government,and the number of government propaganda.In the theoretical research on rural personal insurance,this paper combines the overseas rural personal insurance business model and the experience of the new combination insurance product promotion experience of "farming music" in some regions of Jiangsu Province.Proposed the business model to develop derivative insurance products.This article puts forward relevant recommendations from farmers,insurance companies and the government.The research conclusions of this paper have certain reference significance in the development and promotion process of rural personal insurance,so as to promote the development of rural personal insurance in China.