Related Experiment Video
Updated: May 12, 2025

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Published on: September 27, 2019
Determinants of tea planters' purchasing behavior of planting insurance: SEM analysis
Zhenhua Xu1, Nuttawut Rojniruttikul1
1KMITL Business School, King Mongkut's Institute of Technology Ladkrabang.
Abstract:
This study explores the influence of government support and risk cognition on tea planters' purchasing behavior regarding planting insurance, with a particular emphasis on the mediating roles of perceived value and environmental concern. Data were collected from 550 tea planters in Guizhou Province, China, using a structured questionnaire and convenience sampling method. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted using AMOS 28.0 to analyze the data. The results indicate that both government support and risk cognition significantly and positively impact the perceived value of planting insurance. To promote the uptake of planting insurance among tea farmers, government agencies should strengthen policy advocacy and provide business guidance. Such efforts would help tea farmers recognize the value and psychological significance of planting insurance, thereby better safeguarding their agricultural interests. This study enhances the understanding of how government support and risk cognition can facilitate the adoption of planting insurance among tea farmers.
More Related Videos
04:35Development of an Individual-Tree Basal Area Increment Model using a Linear Mixed-Effects Approach
Published on: July 3, 2020
20:24Characterization of Complex Systems Using the Design of Experiments Approach: Transient Protein Expression in Tobacco as a Case Study
Published on: January 31, 2014
Related Concept Videos
Survival Tree
Building a Survival Tree
Constructing a...
Factorial Design
Multiple Regression
Farmers can use multiple regression to determine the crop yield based on more than one factor, such as water availability, fertilizer, soil properties, etc. Here, the crop yield is the response or dependent variable as it depends on the other independent variables. The analysis requires the construction of a scatter plot...
Surveys