社会网络与培训服务对地方特色农产品保险需求的影响研究——以陕西、甘肃苹果保险为例

项目名称： 社会网络与培训服务对地方特色农产品保险需求的影响研究——以陕西、甘肃苹果保险为例

项目编号： No.71503203

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 罗添元

作者单位： 西北农林科技大学

项目金额： 18万元

中文摘要： 作为分散风险和转移灾害损失的重要工具，地方特色农产品保险对稳定农户收入和促进农业生产方面有着重要的作用。然而随着特色农产品保险市场的发展，单独提高保费补贴对农户保险需求的拉动作用有限，因此剖析农户保险需求的内在动因则成为亟待研究和解决的重要科学问题。本项目基于农户社会网络与农民培训服务的双重视角，分析农户保险需求的影响因素，检验农户社会网络与农民培训服务的互补关系，寻找促进农户保险需求的新途径，拟采用有序Probit模型确定社会网络和培训服务农户保险满意度评价的影响程度；利用偏最小二乘结构方程模型（PLS-SEM）检验社会网络与培训服务之间的相互关系；运用含交叉项的回归模型分析农户支付意愿的影响因素，探讨提升农户保险需求的有效路径，提出促进特色农产品保险市场持续发展的政策建议。

中文关键词： 特色农产品保险；社会网络；保险需求；支付意愿；培训服务

英文摘要： Specialty agricultural insurance is an important tool for farmers on risk diversification and transferring, has a positive function on stabilizing farmers' income and promote agricultural production. However, with the development of specialty agricultural insurance market, to increase the demand by enhance the premium subsidies alone has become limited effect. So , search the factors of farmers to demand, has become an important scientific problems to be studied and solved. This project based on social network perspective and analysis the factors of affecting the demand of farmers about insurance, search the relationship between training service and social network ,searching for the new ways to promote the specialty agricultural insurance. Ordered Probit model to be adopted here to determine the extent of the impact of social networks and training of farmers insurance satisfaction evaluation. Then, used the partial least square structural equation modeling（PLS-SEM）analysis of the association between social networks and training services. The regression analysis model with cross-term decomposition of household willingness to pay factors, explore effective way to enhance the insurance demand of farmers, make policy advices to promote the sustainable development of specialty agricultural insurance.

英文关键词： specialty agricultural insurance;social networks;demand of insurance;willingness to pay;training services