本研究以Facebook社群平台為研究場域，探討消費者在選擇保險業務員時，社群互動內容與社群口碑資訊如何影響其行為意圖，並分析「消費者信任」在其中所扮演的中介角色。研究整合承諾－信任理論、信任－意圖模型與AIDA模型作為理論基礎，建構一套包含前因變數（社群互動內容、口碑評價）、中介變數（消費者信任）與依變數（行為意圖）之邏輯模型，並以問卷調查法進行實證驗證。
本研究以便利與滾雪球抽樣方式蒐集問卷，共得有效樣本258份，採用量化分析方法進行假設驗證與中介效果檢定。研究結果顯示：第一，保險業務員的社群互動內容對消費者信任具有顯著正向影響。第二，社群口碑與KOL推薦透過信任建構機制顯著影響消費者行為。第三，消費者信任為驅動消費者行為意圖的關鍵預測因子。第四，中介分析證實消費者信任在社群互動內容與行為意圖間發揮部分中介作用，在社群口碑與行為意圖間則呈現完全中介效果。
本研究證實社群平台中互動與口碑管理策略對保險銷售有實質助益，並補足現有保險行銷研究對「業務員個人互動影響」之理論斷層。研究發現為保險從業人員提供具體的社群經營建議，同時為數位保險行銷理論貢獻新的實證證據。

This study investigates how social interaction content and electronic word-of-mouth (eWOM) influence consumers' behavioral intentions when choosing insurance agents on Facebook,with consumer trust as a mediating variable. Using Commitment-Trust Theory,Trust-Intention Model,and AIDA model as theoretical foundations, this research constructs a framework comprising antecedent variables (social interaction content and eWOM), mediating variable (consumer trust),and dependent variable (behavioral intention).
Using convenience and snowball sampling,258 valid questionnaires were collected and analyzed through quantitative methods with hypothesis testing and mediation analysis.The findings reveal: First,insurance agents'social interaction content significantly affects consumer trust.Second,positive eWOM and KOL endorsements enhance consumer trust through trust-building mechanisms. Third, consumer trust serves as a key predictor of behavioral intention. Fourth, mediation analysis confirms that consumer trust partially mediates the relationship between social interaction content and behavioral intention,while fully mediating the eWOM-behavioral intention relationship.
This study demonstrates that social media interaction and eWOM management strategies substantially benefit insurance sales,filling the theoretical gap regarding individual agent interactions in insurance marketing research.The findings provide practical social media management recommendations for insurance professionals while contributing empirical evidence to digital insurance marketing theory.

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