感知价值理论视角下农户政策性生猪保险支付意愿研究——以四川省三县调查数据的结构方程模型分析为例
Research on Farmers’ Willingness to Pay for the Policy Insurance of Pigs from the Perspective of the Theory of Perceived Value——Taking Structural Equation Model Survey Data of Three Counties of Sichuan Province as an Example

基于四川省生猪养殖3个大县的调查数据，在感知价值理论视角下构建了农户政策性生猪保险支付意愿的结构方程模型，研究针对农户对政策性生猪保险支付意愿及其影响因素。分析得出：农户生猪保险支付意愿受到感知费用的影响最大，次之为感知风险、认知态度和功能价值；在12个可观察变量中，对支付意愿影响较大的有风险影响程度、保险费用、赔偿满意度、投保便利度、政府是否补贴等。因此，各地政府应加大政策性生猪保险的宣传力度，使规模化养猪户和散养农户对该项政策都有深入的了解；根据生猪饲养数量合理确定保险费用，对规模化养猪户给予政策倾斜；适当增加赔付金额，给农户吃下养猪的“定心丸”；加强与各地保险公司合作，理顺机制，简化投保程序，进行及时赔付。
Based on the theory of perceived value and data from three pig-raising counties in Sichuan Province,this paper constructed structural equation model of farmers’ willingness to pay for the policy insurance of pigs associated with farmers’ willingness to pay and influencing factors.Empirical analysis showed that cost was most influential for farmers' willingness to pay and then the perceived risk,cognitive attitude and value of function.In addition,influence degree of risks,cost,satisfaction degree of compensation,convenience degree of buying insurance and subsidies from the government were relatively influencing in the 12 observed variables.Hence,the local government should further promote public’s awareness of the policy insurance of pigs,provide more priorities for large piggeries in policy,identify the cost for insurance according to the amount of pigs,increase compensation in so far as the piggeries can sit tight and work with local insurance companies to improve the procedure and efficiency of insurance payment.