摘要
立足种植户微观视角,借鉴感知价值理论,构建感知价值权衡模型,运用结构方程模型实证检验种植户对"保险+期货"项目实施感知价值与其决策行为的关系。结果显示:种植户参与"保险+期货"行为逻辑遵循"认知权衡→感知价值→参与意愿→决策行为"多阶段供递系统;感知利益和感知风险显著影响种植户感知价值与行为意愿;种植户参与"保险+期货"行为兼具"主动需求"和"制度诱导"双重行为逻辑,是"利弊权衡"后的"主观理性"决策,其中,"制度诱导"会促使其将意愿转化为实际响应行为。
Based on the micro perspective of growers,a perceived value trade-off model was constructed with reference to the perceived value theory,and a structural equation model was applied to empirically examine the relationship between growers′perceived value and their de-cision-making behaviour in the implementation of the“insurance+futures”project.The results of the study showed that the logic of growers′participation in“insurance+futures”pilot project followed a multi-stage supply and delivery system of“cognitive trade-offs→perceived val-ue→willingness to participate→decision making behaviour”;perceived benefits and perceived risks significantly influenced growers′perceived value and behaviour.The perceived benefits and perceived risks significantly influenced the perceived value and willingness of growers;the par-ticipation of growers in“insurance+futures”combined the dual behavioural logic of“active demand”and“institutional inducement”,and was a“subjective weighing of pros and cons”.“The system inducements”would lead to the transformation of their willingness into actual response behaviour.
作者
胡鼎鼎
李青
HU Ding-ding;LI Qing(College of Economics and Management,Tarim University,Alar 843300,China)
出处
《资源开发与市场》
CAS
北大核心
2021年第9期1092-1098,共7页
Resource Development & Market
基金
兵团中青年科技创新领军人才计划项目(编号:2018CB032)
兵团社科基金青年项目(编号:19QN07)
新疆维吾尔自治区研究生科研创新项目(编号:XJ2021G290)。
关键词
保险+期货
感知价值理论
结构方程模型
国家现代农业产业园
insurance+futures
perceived value theory
structural equation model
national modern agricultural industrial park