Communication And Diffusion Research To Adoption Of Endowment Insurance Among Agricultural To Non-agricultural Residents

Bases on the theory of innovation diffusion, this research takes the adoption ofendowment insurance as the research target, the quantitative analysis and ethnography methodis adopted to study the diffusion of endowment insurance in sample community, in order toexamine urbanized process of agricultural to non-agricultural residents.We found that communication promote the diffusion of endowment insurance, that ispromoting the adoption behavior by agricultural to non-agricultural residents, whic makes thediffusion of endowment insurance take on certain regularity.As most innovation diffusion research, in time dimension, diffusion of accumulativeadopters in number takes on an s-shaped curve in general. However, diffusion of newlyadopters in number takes on atypical normal curve like double bell curve. Continuingcommunity communication and the promoting of interpersonal network is the reason for newchange in the second carve. Based on innovation adopted curve, the adopters can be dividedinto early adopters, most early adopters and later adopters, providing the basis for thestatistical demography analysis of adopters and the channel analysis ofinnovation--decision-making process.We found by the statistical demography analysis of different adopters that early adoptersare older than later adopters, the gender factor between different adopters did not reflectsignificant characteristics. In educational degree, early adopter are not incline to highereducational degree. This is quite different from the conclusion that the early adopters wereyounger, had a higher degree of education and social status,which wer confiemed in mostresearch in the past. So this study proves the complexity of innovation diffusion study. In thiscase, it is the special properties of endowment insurance that makes it different. Endowmentinsurance belongs to social security system, closer to the old, are more attractive to the old inthe economic interests. Therefore, it shows the attribute of innovation itself can not beignored.The conclusion, that communication promotes diffusion of endowment insurance, inmicro level, reflected in how the communication channels play a role in the decision-makingprocess. In cognitive stage of decision-making process, community communication andinterpersonal communication channel mainly play the role of spreading policy and knowledgeof innovation, while mass communication channel is only adopted by the high degree of education in early adopters. In the decision-making stage, communication channels play therole to eliminate the key questions of the adopters, directly promoting the purchase decision.Among all kinds of communication channels, interpersonal communication channel isIrreplaceable. For early adopters, community communication and interpersonal channel isimportant. We found by deep analysis that, there are three types of social network, includingfamily-model network, interpersonal neighborhood-friend-model network and hybrid network.And the previous experience of purchase exists in interpersonal network, becomes the coreessential factor of decision-making process.Different from past study, the mass media channels are not widely used by early adopters,the function of it seems to be replaced by community channels.Community becomes themain channel which is used to build cognition, playing the function of promoting transition ofcultural identity,in assist with interpersonal channels.