中文摘要：

本文运用扎根理论收集、分析网络评论,构建了消费者对企业家前台化行为动机的感知模型。该模型揭示：企业家前台化行为的类型主要包括慈善、演讲、代言、出书、开博、电视秀;企业家前台化行为动机可归结为利他动机和利己动机两类,利他动机包括助人为乐、救急救灾、成就他人和保护环境;利己动机包括获取财富、追求声望、成就自我、消除不安全感和获取企业竞争优势;消费者对企业家前台化行为动机的感知受前台化行为类型、内容和表现方式的影响。

英文摘要：

Based on the ground theory,formation the model of the perceived motivation of business leaders＇ front stage behaviors is built by collecting and analyzing the comments and discussion from the citizens and the scholars.The model explore that（1） the forms of business leaders＇ front stage behaviors are included by charitable act,endorsement,speech,publishing books,starting a blog,and TV show.（2） The motivations of business leaders＇ front stage behaviors are divided into altruism versus egoism.（3） The perceived motivations are influenced by the behaviors types,behaviors content and behaviors forms.