摘要
加强农业保险政策宣传、贴近农户内在需求,是促进农户购买农业保险的先行手段。基于湖南、湖北、河南3省985份农户微观调查数据,结合传播学中“自我互动”理论和趋同心理,构建三阶段最小二乘法(3SLS)系统估计联立方程,考察政策传播下农户购买农业保险行为的内在机制。结果显示,政策宣传会通过提高农户的内部农业保险认知度和外界舆论感知度对农业保险购买行为产生积极作用。两条作用路径相比较,政策认知度的影响更为显著。此外,随着年龄和收入的增加,农户的农业保险购买决策会从倾向于内在政策认知度偏向于外在舆论感知度,而教育水平的增加则会使政策认知度的作用更加显著。因此,政府相关部门应该加强政策性农业保险信息宣传工作,重视农户对农业保险的内在需求,营造良好的投保舆论环境。
Strengthening the publicity of agricultural insurance policy and catering for the internal needs of farmers are the first means to promote the purchase of agricultural insurance by farmers.Based on 985 micro survey data of farmers in Hunan,Hubei and Henan provinces,combined with the“selfinteraction”theory and convergence psychology in communication science,this paper constructs a threestage least squares method(3SLS)system estimation simultaneous equation to investigate the internal mechanism of farmers’purchasing agricultural insurance under the policy dissemination.The results show that the policy publicity will have a positive effect on the agricultural insurance purchase by improving the farmers’internal agricultural insurance awareness and the external public opinion perception.Comparing the two paths of action,the impact of policy awareness is more significant.Furthermore,with the increase of age and income,farmers’agricultural insurance purchase decision will be more influenced by internal policy awareness than external public opinion awareness,while the increase of education level will make the role of policy awareness more significant.Therefore,the relevant government departments should strengthen the publicity of information regarding agricultural insurance policy,pay attention to the internal demand of farmers for agricultural insurance,and create a favorable public opinion environment for insurance.
作者
谭偲凤
陶建平
贺娟
TAN Caifeng;TAO Jianping;HE Juan
出处
《华中农业大学学报（社会科学版）》
北大核心
2023年第5期66-76,共11页
Journal of Huazhong Agricultural University(Social Sciences Edition)
基金
国家自然科学基金面上项目“突发动物疫情管控的产业损害、可挽救性测度及实现路径研究”(71773033)
中央高校基本科研业务费专项“突发事件、网络舆情与农产品价格波动研究——以非洲猪瘟为例”(2662020JGPYD02)。
关键词
农业保险
趋同心理
政策宣传
农业保险认知
舆论感知
agricultural insurance
convergence psychology
policy publicity
agricultural insur⁃ance awareness
public opinion perception
