农产品网络销售对家庭经营农户参保行为的影响研究——基于梨主产区调查数据

Internet Sales' Impacts on Family-run Farmers' Insurance Participation——Evidence from Main Appellations of Pears

"互联网+"现代农业改变了农业生产经营模式,对农业保险的创新性和适应性提出了更高的要求。在此背景下,本文以河北、山东和安徽三省家庭经营梨果种植户为样本,运用Logit离散选择模型对农产品网络销售模式下普通农户和规模农户参加互助保险和公共保险的影响因素进行实证分析。结果发现:第一,农产品网络销售提升了普通农户参加互助保险和公共保险的意愿,并造成规模农户退出保险互助合作;第二,梨果生产能力、资金补贴程度、农业风险认知和渠道参与深度等因素对引入农产品网络销售模式后的家庭经营农户参保行为存在影响。建议鼓励农户依托区域农产品特色发展网络销售模式,针对农产品产量、价格和品质波动定制农业保险品种,重视农业技术培训在非技术领域的传播作用。

Management pattern changes in the background of internet plus modern agriculture,which brings forward higher requirements for agricultural insurances' innovation and adaptability. Based on the survey data of 1150 family-run pear planting farmers in Hebei,Shandong and Anhui provinces,this article uses binary Logit discrete choice model to reveal the important factors influencing the participation of common and scale farmers in mutual and public insurances under the environment of internet sales cognition. Results are as follows: Firstly,internet sales promote common farmers' willingness to participate in mutual and public insurance but crowd out scale ones from mutual insurance cooperation; Secondly,control variables do as well influence farmers' behaviours including production capacity,financing subsidy,risk perception and chain participation under the new pattern of internet sales model. Consequently,internet plus planting model should be encouraged in consideration of regional agricultural characteristics; agricultural insurances should be customized against fluctuation of yield,price and quality; and agro-technical training should be more valued in the spread of non-technical knowledge.