感知价值理论视角下种植户参与“保险+期货”决策行为分析--以国家现代农业产业园红枣试点区为例

Analysis of Growers′Decision-Making Behaviour in Participating in“Insurance+Futures”from the Perspective of Perceived Value Theory--A Case Study of a Pilot Zone of Red Dates in the National Modern Agricultural Industrial Park

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.