基于社会关系网角度农业保险支付意愿影响因素研究

Farmers′Willingness to Pay For Agricultural Insurance and Its Influencing Factors Based on the Perspective of Social Networks

农业保险在农村的欢迎程度一直不高,与国家的发展政策不符,考虑到中国农村的人情社会,本文以社会关系网为出发点研究农业保险需求的影响因素。本文以湖南浏阳作为样本,参考了国内外众多学者的研究,结合新兴的社会网络观点对农业保险的支付意愿做了分析。结果表明:与邻里关系较好的、亲戚朋友之间关系紧密的、风险偏好较高的村民具有较高的农业保险支付意愿。参与合作社等组织的村民具有较低的农业保险支付意愿。社会网络在其中发挥了信息传递的作用,良好的社会网络关系促进了有利信息的传播与获取。政府应该引导整个网络向更高效、更和谐的方向发展,不断建设社会主义新农村,促进社会和谐,提高村民的幸福感和获得感。

The popularity of agricultural insurance in rural areas is not high,which is not consistent with the national development policy.Considering the human society in rural China,this paper studied the influencing factors of demand based on social network.In this paper,Liuyang,Hunan Province,as a sample,with reference to the research of many scholars at home and abroad,combined with the emerging social network point of view,the willingness to pay for agricultural insurance was analyzed.The results showed that:the villagers with better relationship with their neighbors,close relationship between relatives and friends,and higher risk preference have higher willingness to pay for agricultural insurance.The villagers who participate in cooperatives and other organizations have lower willingness to pay for agricultural insurance.Social network plays an important role in information transmission,and good social network relationship promotes the dissemination and acquisition of favorable information.The government should guide the whole network to develop in a more efficient and harmonious direction,constantly build a new socialist countryside,promote social harmony,and improve the villagers'sense of happiness and gain.