基于感知价值视角下的农业保险购买意愿研究

发布时间：2018-03-28 23:28

本文选题：农业保险　切入点：农业保险感知价值　出处：《安徽财经大学》2014年硕士论文

【摘要】：农业保险作为一种风险的分担机制,在可保的农业灾害发生时,对投保的农户进行灾害损失赔偿,使农户得到一定数额的经济补偿,从而能够及时恢复正常的农业生产,有利于维持农业经济稳定,有利于促进农民安居乐业。但是由于我国农业保险的起步较晚,发展比较曲折,积累的经验不足,农户购买的意愿不强烈、积极性不高,使得我国农业保险的发展受到限制。本文以顾客感知价值作为切入点,结合农业保险的特征设计调查问卷,探求影响农业保险购买意愿的因素。文章深入研究了农业保险的涵义、发展以及感知价值和购买意愿的相关理论与模型,构建了农业保险感知价值的维度模型,并在此基础上设计了影响农业保险的购买意愿的研究模型以及根据该模型提出了相应的研究假设。在模型设立后,本文选择、确定农业保险购买意愿调查问卷发放的对象以及范围,尽可能的保证数据来源的可靠性与有效性。然后,根据所收集到的样本数据进行分析讨论：一是对抽查的样本进行描述性统计分析；二是检验调查问卷量表的信度与效度,表明量表数据可靠有效；三是先对设定的农业保险感知价值与购买意愿模型的各个变量进行相关分析,指出他们之间存在的相关关系,再进一步用回归分析对进行拟合、修正以及验证前文提出的假设。最后,在文章的结尾给出了实证分析的结果,认为农业保险的功能价值、情感价值与价格价值对农业保险的购买意愿具有正向的影响,并针对这些方面提出了发展农业保险的相关政策建议。
[Abstract]:As a risk-sharing mechanism, agricultural insurance can compensate insured farmers for disaster losses when insurable agricultural disasters occur, so that farmers can get a certain amount of economic compensation, so that normal agricultural production can be resumed in time. This is conducive to maintaining the stability of the agricultural economy and promoting the peasants to live and work in peace and contentment. However, due to the late start of agricultural insurance in China, the twists and turns in development, the lack of accumulated experience, and the low willingness and enthusiasm of farmers to buy, Therefore, the development of agricultural insurance in China is restricted. This paper designs a questionnaire based on the characteristics of agricultural insurance, taking customer perceived value as the starting point. This paper probes into the factors that affect the purchasing intention of agricultural insurance. This paper deeply studies the meaning, development, and related theories and models of perceived value and purchase intention of agricultural insurance, and constructs a dimensional model of perceived value of agricultural insurance. On this basis, the paper designs a research model that affects the purchase intention of agricultural insurance and puts forward the corresponding research hypotheses according to the model. Determine the target and scope of the Agricultural Insurance purchase intention questionnaire, as far as possible to ensure the reliability and validity of the data source. Then, According to the collected sample data, the following are discussed: first, the descriptive statistical analysis is carried out on the sample selected; second, the reliability and validity of the questionnaire scale are tested, which shows that the data of the scale is reliable and effective. The third is to analyze each variable of the model of perceived value and purchase intention of agricultural insurance, and point out the correlation between them, and then use regression analysis to fit it. Finally, at the end of the article, the empirical analysis results are given, the conclusion is that the functional value, emotional value and price value of agricultural insurance have positive influence on the purchase intention of agricultural insurance. And in view of these aspects put forward the development of agricultural insurance policy recommendations.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.66

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