在健保給付日趨嚴格的情況下，醫學美容的市場愈來愈熱絡，醫學美容業現今已倍數成長，並朝自費醫療項目發展，賺取利潤，而末端消費者乃透過醫學美容第一線諮詢人員的介紹，使消費者更能了解醫學美容的療程，進而購買療程。
本研究旨在探討有醫學美諮詢人員對激勵方案、人格特質與知覺價值及行為意圖的關係，以大台北、桃園、新竹及台中地區醫學美容診所諮詢人員作為受測對象，透過問卷調查法回收124份問卷，採用描述性統計及逐步多元迴歸分析為統計分析方法，研究統計發現知覺價值的構面之價值功能及品質功能對激勵方案有顯著影響，顯示受測者能感知到激勵方案所帶來的價格及物超所值的內容。再來具有開放性及親和性的格特質的諮詢人員對於推薦療程的意願最高，最後諮詢人員在獲得激勵方案所提供的情緒功能，亦為享受獲得激勵方案過程的樂趣，對推薦的行為意圖是最高的。
Under increasingly strict requirements on provision of reimbursement, the medical cosmetology market has become one of the largest and fastest growing markets nowadays. It is experiencing exponential growth and its development is towards self-pay services in order to make a profit. Through the detailed introduction of front line beauty consultants, consumers get a better understanding of medical cosmetic treatment, and then purchase it.
This study was designed to investigate the relationship between beauty consultants and the incentive program, their personality traits, perceived value and behavior intention. The study were collected from beauty consultants of Taipei, Taoyuan, Hsinchu and Taichung area through 124 questionnaires, using descriptive statistics and stepwise multiple regression analysis, statistical analysis, statistical study found that the perceived value of the function and value of the quality function facets have significant impact on the incentive program, showing subjects were able to perceive the incentive scheme brought content price and value for money. Consultants’ personality known as "Openness to Experience" and "Agreeableness” come with the highest intention for the recommendation for course of treatment. And emotional function plays the most important role in incentives program for the consultants’ intention to perform the recommended behavioral, they also enjoy the process to obtain benefits from incentive programs.
