本文以社會心理學的動機理論為基礎，結合創業學理論，借助相關分析、變異數分析及因數分析等分析方法對近300名經歷過從消費者向經營者角色轉變的直銷商的轉換動機進行了深入的探討及研究。結果發現「經濟收益」的預期和追求是角色轉換最原始最根本的驅動力，但完成角色轉換之後，「社會收益」的影響就強於「經濟收益」，因此其創業動機模式有別于顧橋簡單創業動機模型中的「D」型創業者；在進行角色轉換過程中，「外部刺激」的推動作用高於「內部需求」；「家庭收入」低、「教育程度」低的人更看重「經濟收益」，並且對「外部刺激」反應強烈；而「家庭收入」高、「教育程度」高的人則更看重「社會收益」，且對「外部刺激」不敏感；其他人口特徵對角色轉換動機都沒有顯著的影響。本文的貢獻在於首次將創業學理論應用於直銷研究領域，並構建出直銷消費者向經營者轉換的簡單動機模型。

This article takes the social psychology motive theory and theory of entrepreneurial motivation as the foundation, probed into and analyzed the transformation motivation of near 300 direct sellers from the consumers to the operators. The result indicated that the economic gain is the most primal driving influence of role transforms, after but completes the role transformation, social efficiency influence on strong in economic efficiency, therefore its entrepreneurial motive pattern is different from "D" pioneer in Gu Qiao's (2005) simple entrepreneurial motive model. In the role switching process, exterior stimulation impulse must be higher than internal demand drawing; The person that have low household income and the education level attach importance to the economic efficiency, and is intense to exterior stimulation response, but the person that have high household income and the education level regards as important to the social efficiency and is insensitive to exterior stimulation, other population characteristic does not have the remarkable influence to the role transformation motive. This article contribution will lie in starts an undertaking study the theory to apply for the first time in the direct sale research area, and will construct the direct sale consumer the simple motive model which will transform to the operator.