| Agricultural insurance is an important agricultural risk management tool in China.It is of great significance to ensure national food security and stabilize farmers' income.However,China's agricultural insurance still faces the problems of insufficient demand and low development quality.The key to promoting the high-quality development of agricultural insurance is to improve the insurance rate.As China's financial subsidies for agricultural insurance premiums are as high as more than 70%,continuously increasing financial subsidies to improve farmers' participation rate is facing the dilemma of little room for improvement and great pressure on local finance.Therefore,farmers should be guided to participate in insurance voluntarily.In practice,it is found that farmers with insurance willingness do not necessarily have insurance behavior.How to promote the transformation from willingness to behavior is an important problem to be solved at present.Taking planting farmers in Shandong Province as an example,this paper studies the consistency between agricultural insurance willingness and insurance behavior,discusses the mechanism that hinders the transformation of farmers' insurance willingness to behavior,and puts forward the improvement paths.On the basis of identifying the factors affecting the consistency between farmers' agricultural insurance willingness and behavior,the overall goal of this paper is to study the formation mechanism of this consistency.By discussing the factors that can be intervened in this mechanism,the paths and methods to transform farmers' agricultural insurance willingness into insurance behavior will be found,so as to achieve the goal of high-quality development of agricultural insurance.Through theory construction,questionnaire survey and empirical research,this paper analyzes the survey data of 447 planting farmers in Shandong Province,and the research conclusions are as follows:Firstly,the consistency between the willingness and behavior of the sample farmers of planting industry in Shandong Province to insure agricultural insurance is 65.77%.According to the statistical inference,the proportion of the willingness and behavior of farmers of planting industry in Shandong Province to insure agricultural insurance is between 61.23% and 70.04%,indicating that farmers have the phenomenon of “high willingness and low behavior” in insuring agricultural insurance.Through chi square test,it is inferred that the consistency of farmers' willingness and behavior to insure agricultural insurance is significantly correlated with regions,business entities and crop categories.Secondly,this paper constructs the theoretical framework of expanded deconstruction planning behavior by combining the theory of information asymmetry and the theory of deconstruction planning behavior,and uses structural equation model to verify the framework.The results of structural equation model show that the theoretical framework of expanded deconstruction planning behavior is well adapted in the field of agricultural insurance,and it is found that farmers' behavior attitude,subjective norms and perceived behavior control have an impact on agricultural insurance willingness,and the transformation from farmers' insurance willingness to behavior is regulated by farmers' adverse selection and perceived behavior control.Thirdly,there are differences in the structural path of insurance willingness among different types of farmers,but the structural path of insurance behavior is basically the same.The results of structural path differences show that improving farmers' behavior attitude is the main channel to improve farmers' willingness to insure agricultural insurance.By improving subjective norms and perceived behavior ability to improve farmers' willingness is only effective for some farmers.It is also found that in Luxi region,due to the inhibition of administrative personnel to farmers' adverse selection,high consistency is easily to be formed;the insurance willingness of new agricultural business entities is not constrained by the control of perceived behavior,so it is easier to form the consistency of willingness and behavior.Fourthly,behavioral attitude,subjective norms,perceived behavior control,personal characteristics and business characteristics can lead to the deviation between farmers' agricultural insurance willingness and insurance behavior.Through the modeling of standardized data,it is found that the insurance ability of farmers has the strongest influence on the degree of insurance willingness and behavior deviation,followed by the comparative advantages of agricultural insurance and the external constraints of insurance.From the root,the reasons for the deviation between farmers' willingness to insure agricultural insurance and their behavior are as follows: on the one hand,due to the professionalism and complexity of agricultural insurance itself,it is not only difficult for farmers to understand and use it,but also difficult for insurance companies to develop and supply products;on the other hand,the aging of China's agricultural labor force and the low level of cultural literacy make it more difficult for farmers to accept and use agricultural insurance.Fifthly,insurance motivation,opportunity and ability are the key paths to improve the deviation between farmers' agricultural insurance willingness and behavior and enhance the consistency,and these three paths have an interactive impact on farmers' insurance behavior.Improving farmers' insurance motivation,the insurance probability of low opportunity and high-ability farmers increases the fastest.Improving farmers' insurance ability,the increase of high motivation and low opportunity group is high,while improving farmers' insurance opportunity has a similar impact on farmers' with low motivation and low ability,low motivation and high motivation and low ability.Based on the measurement of motivation,opportunity and ability of different types of farmers,this paper believes that ordinary farmers planting food crops in Luzhong and Luxi should give priority to improving motivation,ordinary farmers planting cash crops and other four types of farmers in Ludong should give priority to improving insurance opportunities,and ordinary farmers planting food crops and other two types of farmers in Ludong should give priority to improving insurance ability.Through the above research,the overall contributions of this paper are as follows: in theory,the first is to combine the information asymmetry theory with the deconstruction of planned behavior theory to build an expanded deconstruction of planned behavior theory framework suitable for explaining the consistency of farmers' insurance willingness and behavior in the agricultural insurance market.The second is to find the mechanism of deviation between agricultural insurance willingness and insurance behavior,and form an analysis paradigm to improve the consistency between agricultural insurance willingness and insurance behavior combined with MOA theory.In practice,first,it distinguishes the actual demand and potential demand of agricultural insurance,which is conducive to a more comprehensive understanding of the demand market of agricultural insurance;second,on the basis of discussing the factors affecting the deviation between agricultural insurance willingness and insurance behavior,this paper puts forward the paths to improve the consistency between willingness and behavior,which is of practical significance to broaden the coverage of agricultural insurance and meet the requirements of Guidelines on Accelerating the High-quality Development of Agricultural Insurance. |
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