风险感知、保险认知对农户政策性农业保险参保行为的影响——基于甘肃2市6县的调研数据

RESEARCH ON THE IMPACT OF RISK PERCEPTION AND INSURANCE COGNITION ON FARMERS'POLICY-ORIENTED AGRICULTURAL INSURANCE BEHAVIOR——BASED ON THE SURVEY DATA OF 2 CITIES AND 6 COUNTIES IN GANSU

关键词:  风险感知  保险认知  参保行为  政策性农业保险  甘肃

Key words:  risk perception  insurance cognition  purchasing behavior  policy-oriented agricultural insurance  Gansu

摘要:

目的 探究风险感知、保险认知对农户政策性农业保险参保行为的影响及作用机制，对有效支持甘肃省六大特色产业的发展具有重大现实意义。方法 文章以农户视角出发，使用2021年甘肃省临夏回族自治州、庆阳市两地6县360户的调研数据，基于前景理论和认知行为理论，运用二元Logistic模型、中介效应检验等方法，从保险认知的中介视角探究风险感知对农户政策性农业保险参保行为的影响。结果 风险感知和保险认知均对农户政策性农业保险参保行为产生正向积极影响，影响路径为保险认知在风险感知对农户购买政策性农业保险的行为中起正向的中介作用，且利用Bootstrap检验得出保险认知发挥的间接效应占比为23.02%。结论 为政府提供了相应的政策建议，政府要加大对农户风险防范意识的培养，提高其防范风险的能力；探索创新政策性农业保险宣传方式；完善政策性农业保险政策；建立起完善的投保、理赔等监督体系，切实保障农户权益。

Abstract:

It is of great practical significance to explore the influence and mechanisms of risk perception and insurance cognition on farmer's policy-oriented agricultural insurance participation behavior to effectively support the development of six distinctive local industries in Gansu province. Based on the prospect theory and cognitive-behavioral theory, and using the survey data from 360 households in six counties in LinXia Hui autonomous region and Qingyang city in 2021, this research adopted a Binary Logistic Regression Model and Mediation Effect Test to analyze the impact of risk perception on farmers' policy-oriented agricultural insurance participation behavior.The results indicated that risk perception and insurance cognition had a positive impact on farmers' behavior of agricultural insurance consumption, and the impact path was that insurance cognition played a positive intermediary role in risk perception on farmers' behavior of agricultural insurance consumption, which accounted for 23.02% by Bootstrap methods. Finally, this research provides practical suggestions for governments, such as the government should increase the cultivation of farmers' risk prevention awareness and improve their ability to prevent risks; explore innovative ways to promote policy-oriented agricultural insurance; improve policy based agricultural insurance policies, and establish a comprehensive supervision system for insurance and claims, so as to effectively safeguard the rights and interests of farmers.