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  本文選題：農(nóng)業(yè)保險　切入點：農(nóng)業(yè)保險感知價值　出處：《安徽財經(jīng)大學(xué)》2014年碩士論文

【摘要】：農(nóng)業(yè)保險作為一種風險的分擔機制,在可保的農(nóng)業(yè)災(zāi)害發(fā)生時,對投保的農(nóng)戶進行災(zāi)害損失賠償,使農(nóng)戶得到一定數(shù)額的經(jīng)濟補償,從而能夠及時恢復(fù)正常的農(nóng)業(yè)生產(chǎn),有利于維持農(nóng)業(yè)經(jīng)濟穩(wěn)定,有利于促進農(nóng)民安居樂業(yè)。但是由于我國農(nóng)業(yè)保險的起步較晚,發(fā)展比較曲折,積累的經(jīng)驗不足,農(nóng)戶購買的意愿不強烈、積極性不高,使得我國農(nóng)業(yè)保險的發(fā)展受到限制。本文以顧客感知價值作為切入點,結(jié)合農(nóng)業(yè)保險的特征設(shè)計調(diào)查問卷,探求影響農(nóng)業(yè)保險購買意愿的因素。文章深入研究了農(nóng)業(yè)保險的涵義、發(fā)展以及感知價值和購買意愿的相關(guān)理論與模型,構(gòu)建了農(nóng)業(yè)保險感知價值的維度模型,并在此基礎(chǔ)上設(shè)計了影響農(nóng)業(yè)保險的購買意愿的研究模型以及根據(jù)該模型提出了相應(yīng)的研究假設(shè)。在模型設(shè)立后,本文選擇、確定農(nóng)業(yè)保險購買意愿調(diào)查問卷發(fā)放的對象以及范圍,盡可能的保證數(shù)據(jù)來源的可靠性與有效性。然后,根據(jù)所收集到的樣本數(shù)據(jù)進行分析討論：一是對抽查的樣本進行描述性統(tǒng)計分析；二是檢驗調(diào)查問卷量表的信度與效度,表明量表數(shù)據(jù)可靠有效；三是先對設(shè)定的農(nóng)業(yè)保險感知價值與購買意愿模型的各個變量進行相關(guān)分析,指出他們之間存在的相關(guān)關(guān)系,再進一步用回歸分析對進行擬合、修正以及驗證前文提出的假設(shè)。最后,在文章的結(jié)尾給出了實證分析的結(jié)果,認為農(nóng)業(yè)保險的功能價值、情感價值與價格價值對農(nóng)業(yè)保險的購買意愿具有正向的影響,并針對這些方面提出了發(fā)展農(nóng)業(yè)保險的相關(guān)政策建議。
[Abstract]:As a risk-sharing mechanism, agricultural insurance can compensate insured farmers for disaster losses when insurable agricultural disasters occur, so that farmers can get a certain amount of economic compensation, so that normal agricultural production can be resumed in time. This is conducive to maintaining the stability of the agricultural economy and promoting the peasants to live and work in peace and contentment. However, due to the late start of agricultural insurance in China, the twists and turns in development, the lack of accumulated experience, and the low willingness and enthusiasm of farmers to buy, Therefore, the development of agricultural insurance in China is restricted. This paper designs a questionnaire based on the characteristics of agricultural insurance, taking customer perceived value as the starting point. This paper probes into the factors that affect the purchasing intention of agricultural insurance. This paper deeply studies the meaning, development, and related theories and models of perceived value and purchase intention of agricultural insurance, and constructs a dimensional model of perceived value of agricultural insurance. On this basis, the paper designs a research model that affects the purchase intention of agricultural insurance and puts forward the corresponding research hypotheses according to the model. Determine the target and scope of the Agricultural Insurance purchase intention questionnaire, as far as possible to ensure the reliability and validity of the data source. Then, According to the collected sample data, the following are discussed: first, the descriptive statistical analysis is carried out on the sample selected; second, the reliability and validity of the questionnaire scale are tested, which shows that the data of the scale is reliable and effective. The third is to analyze each variable of the model of perceived value and purchase intention of agricultural insurance, and point out the correlation between them, and then use regression analysis to fit it. Finally, at the end of the article, the empirical analysis results are given, the conclusion is that the functional value, emotional value and price value of agricultural insurance have positive influence on the purchase intention of agricultural insurance. And in view of these aspects put forward the development of agricultural insurance policy recommendations.
【學(xué)位授予單位】：安徽財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F842.66

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