Research On The Impacts Of Marketing Stimulation And Risk Perception On Chinese Farmers’lntentions To Participate In NCMS

Agriculture, rural areas and farmers called the "SAN nong questions" ofcontemporary Chinese societ.The agricultural production structure in China isgradually from traditional to modern.There are many problems in this transitionprocess, such as “difficulties"," expensive" in getting the doctor is the prominentsocial problem now. Then, how to solve these problems? The government, academicbasically agree with such a viewpoint: in the process of modern society’operation, thesocial security system is the social relief valve and warning system.Medical securitysystem is important part of social security system and the rural medical treatmentwhich belong to the modern medical security system, is the important part of socialsecurity system.At present, the medical security system of rural area in our country ismainly rural cooperative medical treatment. Any system developed for direct purposeis to perform, the ultimate aim is to achieve the desired social performance. So,farmers as the main participants of the new rural cooperative medical system, theirparticipation in the new rural cooperative medical care, of course, is the foundation ofsuccess or failure. The new rural cooperative medical care will be lost practicalsignificance if no famers’ broad and stable positive participation.The new rural cooperative medical care system continue to implement theprinciples of voluntary participation, many areas in promoting the policy are oftentaken necessary means to ensure the rate increase stability.The farmers’ participation in the new rural cooperative medical action has thepotential instability, the government’s work was once a change, many farmers willchoose to quit the new rural cooperative medical system. If we can’t understand thefarmers’ attitude and intention, then, the new rural cooperative medical system furtherdevelopment will be easy to meet the" bottleneck". From a marketing perspective,marketing stimulus perception and risk perception have effect on consumer attitudes and attitude have influence on intention, then effect marketing consumer behavior. Dothe theoretical foundation established in the new rural cooperative medical system?DO the marketing stimulus perception and risk perception have influence on thefamers’Intention to participate the new rural cooperative medical system and effecttheir behavior further? How we to improve farmers’ participation rate by the effectivemeans if the marketing stimuli perception and risk perception have effect on famers’intention? This article will answer the above questions deeply through empiricalresearch.This article selects the sample from Tongcheng city town, Anhui province andChaoyang District’s famers in Changchun. We study the relations between farmers’perception of new rural cooperation medical marketing stimuli perception, riskperception and attitudes, participation intention. Using statistical tool SPSS16.0andmarketing theory to prove that farmers’ marketing stimulus perception and aresignificantly correlation; and their cognition of the new rural cooperative medicalattitude and attitude to new rural cooperative medical significantly related; farmers’attitude to new rural cooperative medical are significantly related intention. Manyrelated studies of the previous scholars are often from the financing mechanism,economics and this study is focused on the empirical analysis and discussion of theintention and enthusiasm of famers which are the benefit groups in the constructionand implementation of the new rural cooperative medical system. Study the farmers’attitudes and willingness in the construction of new rural cooperative medical systemcan help us to understand the expectation of the farmer, also understand the systemoverall performance, put forward countermeasures in the process of discovering theproblem,to prevent farmer surrender occurred and improve policy continuity.