Impact Of Social Network And Insurance Cognition On Farmers’ Agricultural Insurance Purchase Behavior

Due to the government’s premium subsidies in recent years,the participation rate of agricultural insurance has increased significantly,but due to the limitations of farmers’ own insurance awareness level,social network and other factors,the participation rate of agricultural insurance of farmers still needs to be improved.In order to manage farmers’agricultural risks,stabilize farmers’ agricultural income,and promote the development of agricultural insurance and local economy,this paper,after consulting relevant domestic and foreign literature,constructs a theoretical analysis framework and puts forward seven hypotheses based on the social network theory and planned behavior theory.Featured agricultural products play a very important role in regional economic development because of their regional concentration.Apple insurance in Shaanxi Province has been developing for 16 years since 2007,and the system is mature.This paper uses the field survey data of 587 farmers in the main apple producing areas(Fu Xian,Yan Chang,Huang Ling)to conduct empirical analysis,which has certain reference significance for the development of the characteristic agricultural products areas and other grain planting areas.The research content of this paper mainly includes four aspects.First,it elaborates the research background and purpose,and determines the thinking and technical route of the article.Second,the literature review lists the possible factors that affect farmers’ insurance purchase behavior,the impact of insurance cognition and social network on farmers’insurance purchase behavior.Summarize the measurement methods of social network and insurance cognition.Thirdly,the sample area is briefly introduced and the sample data is analyzed by descriptive statistics.The factor analysis method is used to measure the two dimensions of social network,namely the scale and density of social network.The score summation method is used to measure the insurance cognition and the two sub-dimensions of risk cognition and insurance understanding.Fourth,the core explanatory variables and control variables are empirically analyzed with Logistic model to explore their impact on farmers’ agricultural insurance purchase behavior.Then the robustness of the empirical results is tested by model replacement method and sub-sample regression method.Then use the causal stepwise regression method to test the intermediary effect of insurance cognition in the process of social network affecting farmers’ agricultural insurance purchase behavior,and draw empirical conclusions.The main conclusions of this paper are as follows:there are two dimensions of social network,the scale of social network and the density of social network.Only the scale of social network has a significant positive impact on farmers’ agricultural insurance purchase behavior;Insurance cognition and one of its sub-dimensions of insurance understanding positively significantly affect farmers’ agricultural insurance purchase behavior,while the other sub-dimension of risk perception is not significant;The expansion of planting scale will significantly increase the probability of farmers purchasing agricultural insurance;Social network will positively affect insurance cognition and indirectly affect farmers’agricultural insurance purchase behavior,that is,insurance cognition has intermediary effect.With the support of theoretical analysis and empirical research,this paper proposes that the government should increase the construction of agricultural infrastructure,increase the publicity of agricultural insurance,improve the land transfer mechanism,and organize more on-site or online cultural exchange activities,providing some basis for improving the insurance rate of agricultural insurance,managing the production risk of farmers,stabilizing the income of farmers,and promoting the development of agricultural economy.