农村小额保险购买意愿影响因素的实证研究——基于江苏省的调查数据  

AN EMPIRICAL STUDY ON THE FACTORS TO THE DEMAND OF RURAL MICRO-INSURANCE PURCHASE——Based on the Survey Data in Jiangsu Province

作　　者：刘妍[1] 卢亚娟[1] 

机构地区：[1]南京审计学院金融学院,南京211815

出　　处：《经济理论与经济管理》2011年第5期106-112,共7页Economic Theory and Business Management

基　　金：江苏省教育厅2010年度高校哲学社会科学研究指导项目"江苏省农村小额保险发展问题研究"(2010SJD790012);南京审计学院校级科研项目"江苏农村小额保险发展策略及路径研究"(NSK2009/C11);江苏省软科学研究项目"江苏社会主义新农村建设的金融支持"(BR2008063)

摘　　要：本文利用江苏省13市379个农村人口的调查数据,建立实证模型分析影响农村小额保险购买意愿的主要因素。研究结果表明,年龄、受教育程度、保险认知水平、近三年的风险情况以及来源地等因素对农村人口购买小额保险的意愿具有显著影响,而就业状况、家庭年收入、储蓄情况、人均拥有土地情况以及保单持有状况等因素的影响不太显著。Based on a survey of 379 samples of the rural population from 13 cities in Jiangsu Province,this paper built a model to analyze the main factors impacting the demand of rural micro-insurance purchase.The research showed that the demand of micro-insurance purchase for the rural population is significantly affected by their age,the level of education,the cognitive level of the insurance,the risk situation in the last three years and the risk source.While factors such as the employment status,the household yearly average income,the household savings,the average per capita land capacity and the insurance situation only had very minor impacts on the demand of micro-insurance purchase.

关 键 词：农村小额保险 农村人口 购买意愿 

分 类 号：F842[经济管理—保险]