Abstract: With the situational simulated experiment, this study compared the different effects on the effectiveness of entrepreneurial action between vision-representational goal and non-vision-representational goal, and tested the interaction of achievement goal orientation and entrepreneurial goal incentive. Results indicated that: (1) There were significant difference between the effects on the effectiveness of entrepreneurial action of vision-representational goal and that of non-vision-representational goal, moreover, the incentive effects of vision-representational goal were better than that of non-vision-representational goal. (2) Achievement goal orientation moderated the effect of goal incentive on the effectiveness of entrepreneurial action. (3) Mediating role of management ability perceptions was found on the driving effect of goal incentive and achievement goal orientation on the effectiveness of entrepreneurial action.

Key words: achievement goal orientation, goal motivation, action effectiveness