Abstract: The rice revenue insurance is an important type of insurance of agricultural insurance innovation in China. Based on the questionnaire survey of 461 farmers in 3 cities and 6 counties in Jiangsu Province, this paper conducts an empirical test on the impact of risk perception on farmers' decision to purchase rice revenue insurance, and examines the moderating effect of risk management behavior and the entity types of agricultural business. The findings show that: firstly, the level of risk perception has a significant positive impact on farmers' willingness to purchase and pay for rice revenue insurance; secondly, the natural risk management behavior of the farmers negatively regulates the impact of risk perception on farmers' willingness to purchase and pay for rice revenue insurance; thirdly, from the perspective of the types of business entities, the level of natural risk perception has a greater impact on the purchasing intention of rice revenue insurance of the family farms, the farmers' professional cooperatives and other different kinds of new-type agricultural business entities. Therefore, it is suggested to optimize the terms of rice revenue insurance contracts, improve the agricultural insurance service network, strengthen the construction of agricultural risk big data sharing platforms, and improve the multi-level agricultural risk management systems.

Key words: risk perception, purchase decision, risk management behavior, rice revenue insurance