在全球科技及網際網路的蓬勃發展下，加上2019年末的Covid19大爆發，加速社群媒體及網路平台的發展，改變了消費者主要的生活型態，減少了人與人面對面的接觸，導致保險從業人員開始嘗試以線上的方式來服務消費者，且在新數位的時代中，消費者逐漸擺脫過往人情保來購買保單，除了保險從業人員的專業程度以外，更在乎業務員所樹立之個人品牌形象及服務品質，並以客戶的需求與服務導向為主要考量，因此越來越多保險從業人員在社群平台上建立個人品牌及提供服務以吸引更多使用者注意力，並透過社群文案建立消費者對保險的基本概念。故本研究目的在探討以推敲可能性模型來分析消費者對於保險商品之購買決策行為有哪些影響因素。
過去針對消費者對於保險商品購買之意願的研究較少使用推敲可能性模型作為分析架構，故本研究以學者Petty和Cacioppo所提出的推敲可能性模型為理論基礎，以消費者做決策之路徑來探討業務員之專業程度、保險商品之說服力、業務員之個人品牌及服務品質對認知、情感信任及消費者購買決策行為所產生之影響。
本研究方法採網路問卷調查法，共收回433份有效問卷，並以PLS統計分析軟體執行樣本資料分析、描述性統計、信效度分析、結構方程模型分析及路徑分析。其研究結果顯示，業務員之個人品牌及服務品質對認知及情感信任皆具有正向之顯著關係，而認知信任及情感信任對消費者購買決策行為亦有正向顯著之關係，反觀是業務員之專業程度及保險商品之說服力與認知信任、情感信任及消費者購買決策行為無顯著之關係。

Under the rapid development of the internet, coupled with the outbreak of Covid-19 at the end of 2019. Accelerating the development of social media and online platforms has changed the primary lifestyle of consumers. This change has resulted in insurance professionals to adopt online methods to serve consumers. Consumers are gradually moving away from traditional interpersonal relationships when purchasing insurance policies. Today, consumers pay more attention to the personal brand and service quality of insurance salespersons rather than just their professional qualifications, focusing more on customer-oriented services. Consequently, more and more insurance salespersons are utilizing social media platforms to build their personal brands. The purpose of this research is to explore the factors influencing consumers' purchase decision-making behavior of insurance products by using the Elaboration Likelihood Model(ELM).
Previous research on consumer willingness to purchase insurance products seldom used ELM as an analytical framework. Therefore, this research is based on the ELM proposed by scholars Petty and Cacioppo, investigating the influence of insurance salespersons' professionalism, the persuasiveness of insurance policies, the personal brand and service quality of salespersons on consumers' cognition, affective trust, and consumers' purchase decision-making behavior. This research utilized an online questionnaire survey, whicih was analyzed using sample data analysis, descriptive statistics, reliability and validity analysis and Partial Least Squares (PLS) structural equation modeling with path analysis.
The results of the research indicate that the personal brand and service quality of insurance salespersons have a significantly positive relationship with consumers’ cognitive and affective trust. Moreover, cognition trust and affective trust also exhibit a significantly positive relationship with consumer purchasing decision-making behavior. Conversely, the professionalism of insurance salespersons and the persuasiveness of insurance polices have no significant relationship with cognition trust, affective trust and consumer purchasing decision-making behavior.

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