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Expanding previous views of innovation implementation which have been regarded as autonomous and binary outcomes, the present study develops multiple forms of innovation implementation behaviors based on the levels of engagement in the implementation process including active implementation, passive implementation, and implementation avoidance. We also propose that various implementation behaviors are predicted by individual differences in goal orientation, and influence the ultimate outcome, innovation effectiveness. In the relationship between goal orientation and implementation behavior, we also consider implementation autonomy and perceived ease of use as boundary conditions which enable dynamic relationships. To validate these hypotheses, we collected data from 134 employees in 26 teams of a Chinese manufacturing factory and analyzed using hierarchical linear modeling. Results showed that a learning orientation was positively related with active implementation. On the other hand, a prove orientation was affected by contextual factors showing that it was positively related to active implementation under high implementation autonomy and to passive implementation under high perceived ease of use. In contrast, an avoid orientation was negatively related with passive implementation in the context of perceived ease of use. Among implementation behaviors, only active implementation was positively related to innovation effectiveness. [ABSTRACT FROM AUTHOR]