我国农村社会养老保险试点工作开始于1987年,经过20多年的实践与试点,初步确立了农村社会养老保险的基本框架,逐步探索出了一条适应我国国情的发展道路。但是在广大农村地区,尤其是在中西部地区,要实现全面推广与覆盖仍然面临着困境。农村社会养老保险是一种公共产品,为了更好地应用消费心理的理论,本 The pilot project of rural social endowment insurance in our country started in 1987. After more than 20 years of practice and pilot projects, the basic framework of rural social endowment insurance has been initially established and a development path adapted to China’s national conditions has been gradually explored. However, in the vast rural areas, especially in the central and western regions, it is still facing difficulties to achieve full promotion and coverage. Rural social pension insurance is a public product, in order to better apply the theory of consumer psychology, this