近年來，許多研究證實口碑在消費者購買決策過程中有重要的影響，而在醫療或美容產業中，也是消費者主要的訊息與選擇醫生的來源，為此許多企業開始積極創造外生口碑，希望能提升消費者的購買意圖，而推薦獎勵方案便是企業用來創造口碑最適的行銷手法之一。為此，本研究欲了解在醫學美容產業中，獎勵推薦方案對消費者接受推薦可能性之影響。
本研究採用2（獎酬大小：小獎酬、大獎酬）x 2（獎酬類型：現金、贈品）x 2（關係強度：強連結、弱連結）的三因子受測者間的實驗設計（three way between subjects experimental design）。以台北醫學大學附設醫院美容部與內科之病患，作為實驗對象，將受測者隨機分派到8個實驗情境中，透過獨立樣本t檢定、三因子變異數分析等資料分析方法來驗證所提出之假說，探討不同的獎酬大小、類型與關係強度對消費者接受推薦可能性之影響。
最後本研究結果發現，由於醫學美容之產品屬於體驗型商品且消費者認為其風險程度較高，容易有因人而異的效果，因此消費者較不在乎獎勵金額的大小。而關於獎酬類型研究的結果則顯示，在弱連結的情況下，給予接收者贈品類型的獎勵會比現金有更高的接受可能性。此外，也發現在推薦者若為醫生或具有相關醫療背景，能夠提升接受推薦的可能性。

In recent years, many studies have confirmed that word-of-mouth plays an important role in the consumer decision making processes, especially in the medical or medical cosmetic industry. In order to increase the customer purchase intention, many companies try to use referral reward program to generate exogenous WOM. Therefore, this study investigates the impact of referral reward programs on acceptance of referral likelihood of customers.
The patients of internal medicine department and medical cosmetic center at a Taipei Medical University Hospital participated in a 2×2×2 between-subjects experiment. The independent variables included the size of a reward (small, big), the type of reward (cash, gift), and tie strength (strong, weak). Participants were randomly assigned to the eight experimental conditions. Through independent sample t test, ANOVA and other data analysis methods to verify the proposed hypotheses in order to explore the impact of different reward sizes, types and strength of relationship on consumers’ acceptance of referral likelihood.
The results show the size of the reward does not matter for customers, it’s because that the medical cosmetic products are belong to experimental and high risk perceived products which mean the effects varies. The finding about the reward type shows that rewarding gifts can increase the acceptance of referral likelihood than rewarding cash for a recommendation between strong ties. Besides, we also found that if the recommender who is doctor or has relevant medical background can enhance the likelihood of accepting referral.

中文
王遵智（2004）。網路口碑中個人專業與關係強度對購買決策的影響－以電子郵件為例。碩士論文，國立台灣科技大學企業管理系研究所。
黃敏學、謝亭亭、馮小亮（2010）。矛盾的消費者是如何解讀多元化口碑資訊的?。心理學報，第四十二期，頁998-1010。
李希敏（2005）。醫學美容之整形手術市場。擷取於2005年7月22日，自IT IS智網：http://www.itis.org.tw/rptDetail.screen?rptidno=7D1B26ECCC86DAFE4825704A0005CBA2&sort=1&mode=0&rpttype=FY96ITIS_NETREPORT&keyword=%E9%86%AB%E5%AD%B8%E7%BE%8E%E5%AE%B9&prdtunits=&mainclasss。
李希敏（2005）。醫學美容之整形手術市場（二）。擷取於2005年10月28日，自IT IS智網：http://www.itis.org.tw/rptDetail.screen?rptidno=E3B975A6F596BF3C482570A7000FBE0A&sort=1&mode=0&rpttype=FY96ITIS_NETREPORT&keyword=%E9%86%AB%E5%AD%B8%E7%BE%8E%E5%AE%B9&prdtunits=&mainclasss。

英文
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