消费者决策视角下的新农保推行影响因素分析

将新农保一般化为跨期交付的特殊商品,以制度需求方——农民的消费决策行为为视角,实证分析了制约农民"新农保"参保意愿的影响因素。通过Logistic多元回归模型的分析表明,农民人均可储蓄收入是农民参保决策的经济基础,但与经济因素相比,非经济因素在农民参保决策中的作用更为关键。这些非经济因素又可以细分为两类,一类是制度设计方面的因素,如年龄、捆绑等,它们使不同群体形成了有差异的参保决策过程;另一类是认知方面的因素,如对干群关系认知、对村干部信任、对新农保的了解和满意度等,它们通过影响农民对制度的信任和预期,从而影响农民最终的参保决策。在实证研究的基础上,从增强农民参保积极性角度提出完善新农保制度发展的相应政策建议。

Factors Affecting Promoting New Rural Social Endowment Insurance from the Perspective of Consumer Behavior

Taking the new rural social endowment insurance （NRSEI） as an inter-temporal commodity, the article analyzes the factors that affect the promotion of NRSEI from the perspective of farmers, who are the consumers of this very commodity. Based on an empirical analysis, we find that the factor ＂per capita disposable income of household＂, rather than ＂per capita net income of household＂, is the economic base which deter mines farmers＇ participation decision.However, compared with the economic factors, the non-economic factors play a more crucial role in farmers＇ decision-making system.These non-economic factors can be further divid ed into 2 categories.One contains factors that are connected with the design of the NRSEI system,such as age, closeness with parents, and so on ; The other contains factors that are related to farmers＇ cognitive, such as their trust for village leaders ,satisfaction of NRSEI and so on.Based on the conclusion from the empirical analysis, several suggestions are proposed to improve farmers＇ enthusiasm about participating in NRSEI.