Study On The Influencing Factors Of Insurance Purchase Intention In Planting Insurance

The No.1 Document of the Central Committee in 2023 pointed out that the construction of agriculture and rural areas should be strengthened and the basic plan of "agriculture,rural areas and farmers" should be kept well.The introduction of planting insurance provides economic protection for the risk losses suffered by the main operators,improves the enthusiasm of the main operators to plant,is conducive to the sustainable development of agricultural economy,and has become one of the important measures of the state to solve the problems of agriculture,rural areas and farmers.Liaoning Province,as a big agricultural province,has a broad planting area,but the planting industry development is relatively backward.Shenyang,as the main production area of planting industry in Liaoning province,has a great room for growth.Through the results of domestic and foreign literature research and field research analysis,it is found that there are still some problems in Shenyang planting insurance,such as unbalanced supply and demand,low willingness of farmers to participate in insurance and imperfect laws.Therefore,this paper focuses on investigating the factors influencing farmers’ willingness to purchase planting industry insurance,combined with the investigation and research on the actual operation of planting farmers in various regions of Shenyang and understanding their actual needs for planting industry insurance,so as to actively explore effective strategies to support the development of planting industry insurance.Based on the agricultural insurance theory,agricultural risk management theory,behavioral decision theory and information asymmetry theory,this paper designs a questionnaire based on the current situation of planting insurance in Shenyang and the insurance situation of farmers.Moreover,from the perspective of farmers,the government and insurance companies,through field interviews,An effective questionnaire survey was conducted among 264 farmers in Shenyang.Taking the survey data as the sample,the author firstly summarized the basic situation,operation status and perception of planting industry insurance of farmers through descriptive statistical analysis.Secondly,by sorting out the sample data and using the binary Logistic regression model,the empirical analysis was made on the influencing factors of farmers’ willingness to purchase planting insurance.According to the empirical analysis results,the main factors affecting farmers’ purchase intention include seven aspects: starting point of claim,amount of claim settlement,farmers’ understanding of policy,government subsidy,service attitude of insurance company,claim settlement procedure and insurance cost.Finally,based on the results of field research and empirical analysis from the perspective of the government,this paper puts forward some targeted measures to increase the intensity of government subsidies and implement diversified government subsidies,formulate and improve relevant laws and regulations,increase the intensity of government publicity,vigorously develop advantageous industries and promote the increase of farmers’ income.From the point of view of insurance company,the paper puts forward some measures to strengthen the construction of talent team,support the innovation of planting insurance,reduce the starting point of claim and increase the amount of claim.This paper focuses on the perspective of farmers to study their purchase intention,and adopts the way of questionnaire survey to obtain data,the survey results are more timeliness.This article aims at providing countermeasures and suggestions for the mobilization of farmers’ enthusiasm in purchasing plantation insurance in Shenyang,as well as providing reference for the promotion of farmers’ planting insurance purchase intention in other provinces and cities.