摘要
风险管理是现代农业经营中的重要问题,随着农业市场化程度的加深,肉鸡产业面临着多种风险来源的冲击。农业保险作为有效的现代风险管理工具,在保障产业可持续发展、减少农户家庭收入波动方面发挥了重要作用。基于行为金融理论,利用江苏、安徽、山东、河南和辽宁5个肉鸡主产区的调研数据,运用有序Logit模型,分析风险感知与保险认知对养殖户保险购买意愿的影响,探讨两者间的交互影响机制。结果表明,尽管66.43%的农户认为肉鸡养殖保险在风险管控中的必要性较强,但86.43%的农户对保险内容的了解程度不高,仅有20.71%的农户具有强烈的保险购买意愿。生产风险感知对养殖户的保险购买意愿有促进作用。保险认知中,农户对保险重要性认知程度对其保险购买意愿有促进作用;农户对保险内容的了解程度对其保险购买意愿具有显著的抑制作用,主要由于当前肉鸡保险产品设计不合理,保险内容与农户需求不匹配,保险理赔效果不佳,对保险内容了解程度越高反而会降低农户的购买意愿。风险感知和保险认知间存在交互影响,即风险感知对农户保险购买意愿的提高效果会随着对保险重要性认知程度的提高而增强,随着对保险内容了解程度的提高而减弱。因此,政府应加强农户的风险管理教育与培训,提高其风险管理意识,同时完善和优化当前肉鸡保险的内容,使之与农户需求相匹配,并通过更广泛的宣传来提高养殖户对于肉鸡保险的认知,从而增强农户对保险的购买意愿。
Risk management is an important issue in modern agricultural management.With the deepening of agricultural market reform,the broiler industry is affected by multiple risks.As an effective modern risk management tool,agricultural insurance has played an important role in ensuring the sustainability of industrial development and reducing the fluctuations of farmers’income.Based on the Behavioral Finance theory,using the survey data of five main broiler production areas,and employing the Orderly Logit Model,this paper analyzed the impact of risk perception and insurance cognition on breeders’willingness to purchase broiler insurance and the interaction effect between these two factors.Results show that although 66.43%of respondents recognize the importance of broiler insurance,86.43%of them had little knowledge of the insurance content.In addition,only 20.71%of the breeders have a strong willingness to buy insurance,which is relatively low.Production risk perception has a positive effect on breeders’demand towards insurance.As to insurance cognition,breeders’awareness of its importance has a positive effect on their demand.However,their knowledge of insurance content has a significant inhibitory effect.This phenomenon is resulted from the fact that current design of broiler insurance products is unreasonable,and the content does not match breeders’need There is an interactive promoting effect between risk perception and insurance cognition.The effect of risk perception on breeders’willingness to purchase insurance would increase as they lay more importance on it while weaken as their understanding of insurance increases.Therefore,the government should provide more risk management training for breeders,improve their risk management awareness,optimize the content of current broiler insurance to match with breeders’need,and increase their cognition of broiler insurance through extensive publicity.
作者
王越
何军
WANG Yue;HE Jun(College of Economics and Management,Nanjing Agricultural University,Nanjing,Jiangsu 210095,China)
出处
《农业现代化研究》
CSCD
北大核心
2020年第6期957-968,共12页
Research of Agricultural Modernization
基金
国家自然科学基金国际(地区)合作交流项目(71361140370)
江苏现代农业(肉鸡)产业技术体系项目(JATS〔2019〕436)。
关键词
保险购买意愿
风险感知
保险认知
肉鸡产业
有序LOGIT模型
insurance purchase willingness
risk perception
insurance cognition
broiler industry
Ordered Logit Model
