LAUSR

Innovation behavior for entrepreneurship is known as a driving force to obtain competitive advantages. As a key quality for entrepreneurial success, the mechanism of entrepreneurial self-efficacy (ESE) acting on innovation behavior needs further verification, which has led to the primary objective of this paper via applying the Goal Self-Concordance Theory, as well as to further building a theoretical model. Two hundred forty-nine samples of Chinese entrepreneurs have been empirically analyzed in this study, contributing to the following findings. Firstly, ESE has significantly positive effects on entrepreneurial innovation behavior. Secondly, job satisfaction plays a mediating role between ESE and innovation behavior. Thirdly, Zhongyong thinking moderates the relationship between ESE and job satisfaction. The research results might deliver great value in cultivating ESE, encouraging positive entrepreneurial attitude, enhancing job satisfaction, and ultimately inspiring innovation behaviors.