Research On The Influence Of Social Network And Risk Attitude On Agricultural Insurance Demand

Since 2004,the Central Government's "No.1 Document" has issued instructions for the development of agricultural insurance for Several times.The 19 th National Congress of the Communist Party of China clearly proposed to promote the sustainability of agricultural insurance development by means of innovative system.As an important modern risk management tool,agricultural insurance is also the most effective agricultural risk management.It plays an irreplaceable role in ensuring the sustainable development of agricultural and the stability of farmers' income.On the other hand,it is more superior than disaster relief measures in reducing income fluctuation.Taking advantage of the important role of agricultural insurance in agricultural production risk management,improving farmers' insurance awareness and expanding the risk coverage of agricultural insurance are of great significance for the stable and sustainable development of agricultural production.Agriculture is the basic industry of national economy.The healthy and stable development of agriculture is very important to the country.However,a single agricultural insurance product cannot meet the diversified risk needs of many agricultural and pastoral products.Therefore,based on the perspective of agricultural insurance demand differentiation,this paper analyzes the influencing factors of agricultural insurance demand from the perspective of farmers,subdivides the agricultural insurance market from the demand side,and analyzes the influencing factors of agricultural insurance satisfaction,which plays a key role in effectively promoting the supply side reform of agricultural insurance and the corresponding future development.In recent years,agricultural insurance products with local characteristics have been successively launched in many places.Among many agricultural insurances,the size of the insurance coverage of characteristic agricultural insurance is greatly affected by the region.Increasing the insurance coverage of characteristic agricultural insurance can promote the development of local characteristic agricultural insurance markets.But in recent years,high subsidies for agricultural insurance premiums have appeared in some parts of China.The phenomenon of low insurance coverage shows that there are other factors that affect farmers' insurance in addition to differences in the level of agricultural development.Risk attitudes are long-formed by people.Judgment,whether it is family status or economic benefits,will play a key role in the formation of personal risk attitudes.The formation of rural households' insurance decision is inseparable from the agricultural risk attitudes of rural households.At the same time,rural areas in our country show the distribution of family settlements,and the relationship between people In the vast rural areas with deep social impact,the social networks of farmers play an important role in joint decision-making.Based on a summary of relevant documents on agricultural insurance,this paper constructs a theoretical framework for farmers 'agricultural insurance demand and agricultural insurance support effect.Based on field survey data in Luochuan County,Yan'an City,Shaanxi Province,and analyzes the influencing factors of farmers' insurance decision-making with the help of the Logit-ISM model;The Ordered Logit model empirically studies the influencing factors of agricultural insurance support effect.The research conclusions of this paper include: First,the social network and risk attitude of farmers are positively affecting farmers 'decision to participate in Apple insurance.In the social network of farmers,online network: The corporate government organization network is positively affecting farmers' decision to participate in Apple insurance in that year;online Network: Corporate government organization network and offline network: Corporate government organization network is positively affecting farmers 'decision to participate in Apple Insurance in the past three years,Risk attitude is positively affecting farmers' decision to participate in Apple Insurance in the same year,and it is also affecting farmers for nearly three years.Continuous insurance policy decision for Apple insurance.Secondly,research shows that the surface factors that affect farmers 'decision to participate in Apple insurance in the current year are: online network: corporate government organization network.Apple planting area,and the middle layer influence factor is farmers' risk perception.Apple insurance policy promotion Number of times.Apple Insurance alleviates the strain of funds after the disaster reasonable conditions for Apple insurance premiums,the underlying factors are: the risk attitude of farmers,are they poor,the surface factor that affects farmers' decision to participate in Apple Insurance for the last three years is the apple planting area.The influencing factors at the layer are: online network: corporate government organization network.Offline network: corporate government Organizational network.Farmers 'risk perception.Apple insurance premiums are reasonable.The deepest affecting factor is farmers' risk attitude.Finally,on the study of agricultural insurance satisfaction factors,farmers 'risk perception positively affects Apple Insurance satisfaction;the corporate government organization network in the online social network of farmers is positively affecting Apple Insurance satisfaction.Based on the above research conclusions,this article proposes the use of online and offline combined multi-angles to promote Apple Insurance;strive to play the role of the government and insurance companies in risk management;stimulate the enthusiasm of farmers' Apple Insurance purchases,and increase farmers' demand for Apple Insurance,etc.