农户购买人身保险的意愿及其影响因素研究——基于江苏淮安农户的调查

Investigations on the Factors of Affecting Famers' Purchasing Willingness of Iife Insurance

在对江苏省淮安市农户调查的基础上,从微观角度研究了农户对人身保险的购买意愿及其影响因素。调查表明,农户对人身保险有一定的购买意愿,农户的购买意愿可能受到农户户主个人特征、家庭特征、收入和消费情况、保险条款等因素的影响。Logit模型的实证结果显示:农户对人身保险的购买意愿受到了保险保障程度、保险价格、代理人的熟悉程度、户主年龄、户主受教育年限、非农职业、家庭富裕程度、近期是否有重大消费等因素的显著影响。

Based on investigations of peasant households in Huaian Jiangsu province,this paper is to study purchasing willingness of life insurance of peasant and effected factors from microcosmic angle.By the survey,we find that the famers have some purchasing willingness of life insurance.The purchasing willingness may be influenced by personal characteristics of households headed,family characteristics,income and consumption,the characteristics of insurance terms.By analysing the Logit model demonstration result,we find that purchasing willingness are influenced by the extent of insurance coverage,insurance prices,familiar extent with the insurance agents,age of head of household,education years of head of household,non-agricultural occupation,family wealth,whether there is a significant consumption are ignificant influence variables.