Research On Factors That Affect The Willingness To Buy Agricultural Insurance

Agricultural insurance has experienced many setbacks in the process of development,mainly for the debate of theoretical researchers on the quasi public product attributes ofagricultural insurance, and the resulting even the same government has different policyobjectives to agricultural insurance at different times. In recent years, the theory and practiceof agricultural insurance from all over the world deepen the cognition of agriculturalinsurance, recognising that agricultural insurance exists externality, agricultural insurance isquasi public product, it is necessary to carry out policy support for agricultural insurance. Thesupport of policy on agricultural insurance has greatly increased the farmers’ willingness tobuy, but the will of the farmers to buy agricultural insurance are still exist uncertainty, whatfactors affecting the will of farmers to buy agricultural insurance is a worth studying problem.Theoretical part, embarks from the theoretical analysis research the policy objectives ofagricultural insurance in our country and potential influence factors affecting to agriculturalinsurance demand. Through the analysis of the externality of quasi public products attribute ofagricultural insurance and the defects, the utility increase of farmers compared with the costof government subsidies in agricultural insurance, adverse selection and moral hazard in theagricultural insurance, the efficiency of the agricultural insurance, the effection ofgovernment subsidies to farmers’ investment yield in the agricultural insurance, thealternative of the agricultural insurance and the national agricultural disaster subsidies,farmers’ demand order for agricultural insurance and other insurance, the effect comparisonbetween agricultural insurance and agricultural risk dispersion measures etc, found that pushforward the policy-based agriculture insurance is part of the policy goal, The goal ofagricultural insurance in our country transformed from the farmers risk-sharing into acorresponding tool with nature of transfer payment.Status part reviews the development ofagricultural insurance in our country, the latest development of poultry insurance developmentsituation, analyses the economic benefits of poultry farmers and aquaculture risk situation,find the present problems existing in the development of agricultural insurance.Empiricalanalysis part, embarks from the actual survey, found that the government subsidies to agricultural insurance premium almost become the decisive factor of affect the peasantfarmer’s purchase intention, farmer’s purchase intention has sensitive interactiverelationship with government subsidy proportion. Through logistic model on purchaseintention, find the influential factors on farmers’ purchase intention with uncerten ingovernment subsidy, analysis results show that the culture degree, income, the proportion offarming income in family income, farming life, the loss suffered from outbreak and epidemicexpected losses have significant impact on farmers’ purchase intention; On the condition ofexisting government subsidies build multivariate linear regression model with farmmer’sinsurance pay level and various influence factors, results show that total revenue, breeding,number of total losses, breeding, epidemic prevention effect, the outbreak time, expectedlosses affecting farmers’ pay level; Finally，establishing the relationship between governmentsubsidy proportion and agricultural insurance sell-through rate with general insurance, foundthat the government providing80%subsidies of premium for farmers has a good effect.Finally, take a conclusion to this paper, and put forward Suggestions for relatedconclusion.