The Study On Influencing Factors Of The Decision Of Farmers Participating In Insurance Policy

As a special commodity "consumption" or "investment",the empirical research of psychological account theory in the basic endowment insurance for urban and rural residents is very limited.On influence factors of farmers ginseng protect decision-making research,some important subjective factors,such as decision-making,personality characteristics such as the consumption idea and self control,often overlooked,however,in the psychological account theory,the interactive effect and regulating effect of these psychological factors often have a significant impact on consumers’ insurance participation decision.Therefore,it is very necessary to introduce the psychological account theory into the field of endowment insurance and explore whether these factors will affect farmers’ insurance participation decision.This study based on the The Double-Entry Mental Accounting Theory,used the binary logistic regression model to analyze how the situation characteristics,individual characteristics and decision-making task characteristics affect the decision making of farmers’ participation in insurance through the Mental Accounting,to understand the psychological factors and mechanism that affect the participation of farmers’ decision-making in rural-urban residents social pension insurance.The results show that the interviewed rural residents have a higher willingness to participate in the rural-urban residents social pension insurance,and the individual characteristics,situation characteristics and decision-making task characteristics have significant effects on the decision-making of rural-urban residents social pension insurance:among individual characteristics,gender,education level and habitual behavior have a direct impact on the decision-making of insured,which is significant at the level of 0.1,age,consumption concept It has a direct impact on the decision-making of insured,which is significant at the level of 0.05;in the contextual characteristics,the causality of consumption and cost,the typicality and availability of the event have a direct impact on the decision-making of insured,which is significant at the level of 0.1;Among the characteristics of decision-making tasks,the importance of participation has a direct impact on the decision-making of insured,which is significant at the level of 0.01.Part of the characteristics have different degrees of influence on the decision-making of rural-urban residents social pension insurance through the mediated variable of The Double-Entry Mental Accounting(Insured utility): The choice of monthly income,self-control and framework has a significant impact on the insured utility,and has no significant impact on the decision-making of insured.It has an indirect impact on the decision-making of insured by affecting The Double-Entry Mental Accounting(insured utility).On the basis of the research results,this study puts forward Suggestions to promote the willingness of farmers to participate in the rural-urban residents social pension insurance,so as to better improve the participation rate of joining the rural-urban residents social pension insurance and further promote the implementation of the rural-urban residents social pension insurance.