ﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﺗﺒﻠﯿﻐﺎت ﺑﺮ اﺣﺘﻤﺎل ﭘﺬﯾﺮش ﺑﯿﻤﻪ ﺗﻮﺳﻂ ﺑﺎﻏﺪاران ﭘﺴﺘﻪ ﮐﺎر اﺳﺘﺎن ﮐﺮﻣﺎن(روﯾﮑﺮد رﮔﺮﺳﯿﻮن ﻻﺟﯿﺖ)

The Effect of Advertisement on the Probability of Acceptance Insurance by Pistachio Growers in Kerman

ﭼﮑﯿﺪه ﻓﻌﺎﻟﯿﺖ ﻫﺎي ﺑﺨﺶ ﮐﺸﺎورزي را ﻣﯽﺗﻮان ﺑﻪ ﻋﻨﻮان ﯾﮑﯽ از ﻓﻌﺎﻟﯿﺖ ﻫﺎي ﭘﺮﻣﺨﺎﻃﺮه در ﻓﺮاﯾﻨﺪ ﺗﻮﻟﯿﺪ ﮐﺎﻻ داﻧﺴﺖ زﯾﺮا در ﻓﻌﺎﻟﯿﺖﻫﺎي ﮐﺸﺎورزي اﻧﻮاع ﻣﺨﺎﻃﺮات ﻃﺒﯿﻌﯽ، اﺟﺘﻤﺎﻋﯽ، اﻗﺘﺼﺎدي و ﻋﻤﺪي دﺳﺖ ﺑﻪ دﺳﺖ ﻫﻢ داده و ﻣﺠﻤﻮﻋﻪ ﺷﮑﻨﻨﺪه و آﺳﯿﺐﭘﺬﯾﺮي را ﺑﺮاي ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن در اﯾﻦ ﺑﺨﺶ ﻓﺮاﻫﻢ ﻣﯽآورﻧﺪ. از اﯾﻦ روي، ﺑﯿﻤﻪ ﻣﯽﺗﻮاﻧﺪ ﺑﻪ ﻋﻨﻮان ﯾﮑﯽ از راﻫﮑﺎرﻫﺎي ﺗﻮﺳﻌﻪ و ﮐﺎﻫﺶ رﯾﺴﮏ در ﺑﺨﺶ ﮐﺸﺎورزي ﺑﺎﺷﺪ. در اﯾﻦ ﺗﺤﻘﯿﻖ ﭘﯿﻤﺎﯾﺸﯽ ﺑﻪ ﺑﺮرﺳﯽ ﻧﻘﺶ ﺗﺒﻠﯿﻐﺎﺗﯽ روزﻧﺎﻣﻪ، ﺗﻠﻮﯾﺰﯾﻮن، رادﯾﻮ، ﻣﺠﻼت، ﮐﺎرﺷﻨﺎﺳﺎن ﮐﺸﺎورزي و ﮐﺎرﺷﻨﺎﺳﺎن ﺑﯿﻤﻪ، دوﺳﺘﺎن و ﻣﻌﺘﻤﺪان ﻣﺤﻠﯽ ﺑﺮ ﺑﯿﻤﻪﭘﺬﯾﺮي ﺑﺎﻏﺪاران ﭘﺴﺘﻪ ﮐﺎر اﺳﺘﺎن ﮐﺮﻣﺎن ﭘﺮداﺧﺘﻪ ﺷﺪه اﺳﺖ. دادهﻫﺎي ﻣﻮرد ﻧﯿﺎز از ﻃﺮﯾﻖ ﻣﺼﺎﺣﺒﻪ و ﺗﮑﻤﯿﻞ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﺎ اﺳﺘﻔﺎده از ﻧﻤﻮﻧﻪﮔﯿﺮي ﺗﺼﺎدﻓﯽ ﺳﺎده از 175 ﻧﻔﺮ از ﺑﺎﻏﺪاران در ﺳﺎل 1390 ﺟﻤﻊآوري ﮔﺮدﯾﺪه و ﺑﺮاي ﺗﺤﻠﯿﻞ آﻣﺎري از رﮔﺮﺳﯿﻮن دوﺗﺎﯾﯽ ﻻﺟﯿﺖ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ از ﺑﯿﻦ ﻋﻮاﻣﻞ ﻣﻮرد ﺑﺮرﺳﯽ، دوﺳﺘﺎن و ﻣﻌﺘﻤﺪان ﻣﺤﻠﯽ و رادﯾﻮ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎدار ﺗﺒﻠﯿﻐﺎﺗﯽ ﺑﺮ ﭘﺬﯾﺮش ﺑﯿﻤﻪ دارد و ﺑﻪ ﺗﺮﺗﯿﺐ در ﺳﻄﺢ 5 و 1 درﺻﺪ ﻣﻌﻨﺎدار ﺷﺪهاﻧﺪ. اﺛﺮ ﻧﻬﺎﯾﯽ ﻣﺘﻐﯿﺮ ﺗﺒﻠﯿﻐﺎت از ﻃﺮﯾﻖ دوﺳﺘﺎن و ﻣﻌﺘﻤﺪان ﻣﺤﻠﯽ و ﺗﺄﺛﯿﺮ آن ﺑﺮ ﺑﯿﻤﻪﭘﺬﯾﺮي ﮐﺸﺎورز ﺑﺮاﺑﺮ ﺑﺎ 0/8063 ﻣﯽﺑﺎﺷﺪ. اﯾﻦ رﻗﻢ ﺑﻪ اﯾﻦ ﻣﻌﻨﯽ اﺳﺖ ﮐﻪ ﺗﺒﻠﯿﻐﺎت ﺗﻮﺳﻂ دوﺳﺘﺎن و ﻣﻌﺘﻤﺪان ﻣﺤﻠﯽ ﺳﺒﺐ اﻓﺰاﯾﺶ ﮔﺮاﯾﺶ ﺑﻪ ﭘﺬﯾﺮش ﺑﯿﻤﻪ ﺗﻮﺳﻂ ﮐﺸﺎورزان ﻣﯽﺷﻮد. ﻫﻤﭽﻨﯿﻦ اﺛﺮ ﻧﻬﺎﯾﯽ ﻣﺘﻐﯿﺮ ﺗﺄﺛﯿﺮﮔﺬاري ﺗﺒﻠﯿﻐﺎت از ﻃﺮﯾﻖ رادﯾﻮ ﺑﺮاﺑﺮ 0/148 ﺑﻮده و داراي ﻋﻼﻣﺖ ﻣﺜﺒﺖ اﺳﺖ

Agricultural activities so various natural dangerous, social and economic events create a risk in the agricultural production. Insurance is a developmental strategy for decreasing risk in the agriculture sector. This study attempts to examine the role of advertisement so radio, TV, Radio, magazine, agricultural experts, insurance experts and local trustees on the insurance pistachio gardens of Kerman province. Data is collected with interviews and questionnaires and it used simple random sampling. Sample is 175 Orchard man in the 2011. For analyzing data it applied binary Regression Logit. Findings investigated friends, radio, local trustees have a significant effect on the accept insurance. Marginal effect of advertisement variable by friends and local trustees on the acceptance insurance is equal to 0.8063. It means that local advertisement can increase willingness to accept insurance. Also marginal effect of advertising by radio is equal to 0.148 and it has positive effects on the advertising.