营销渠道会影响农户对巨灾保险的偏好和支付意愿吗?——基于选择实验法的实证分析

Will Marketing Strategies Affect Farmers’ Preferences and Willingness to Pay for Catastrophe Insurance?Evidence from a Choice Experiment

运用选择实验法,通过混合Logit模型分析了营销渠道对农户巨灾保险偏好及支付意愿的影响。研究结果显示,农户更偏好村干部营销,其支付意愿相比于保险公司营销提高了11.62元/亩;此外,免赔率对农户巨灾保险需求和支付意愿的影响最大,免赔率提高时,农户支付意愿下降20.4元/亩。农民的偏好是异质的,女性、年龄较大、家庭人数较少、观看天气预报频率和对巨灾保险了解较少的农户更偏好村干部营销。因此,在推广巨灾保险时地方政府机构应与保险公司合作,分别利用村干部和保险公司进行营销将有利于产品的销售。

This paper analyzes the influence of marketing strategies on farmers’catastrophe insurance preference and willingness to pay through the mixed logit model.The results show that farmers prefer village cadres’marketing,and their willingness to pay is 11.62 yuan/mu higher than that marketed by insurance companies.In addition,the deductible ratio has the greatest impact on farmers’demand for catastrophe insurance and willingness to pay.When the deductible ratio increases one percent,farmers’willingness to pay reduces by 20.4 yuan/mu.Farmers’preferences are heterogeneous.Women,older farmers,families with fewer members,farmers who seldom watch weather forecast and have less knowledge of catastrophe insurance prefer village cadre marketing.Therefore,when promoting catastrophe insurance,local government agencies should cooperate with insurance companies,and encourage village cadres and insurance companies to carry out marketing,which will be conducive to the sales of products.