User entrepreneurship has been a frontier topic in recent years. Based on the organismic integration theory of motivation, this research elaborates on the impacts of incentives for participation in communities and users’innovative behaviors on their entrepreneurial intentions and the moderating role of users’ role identity in virtual innovation communities. The results from two empirical studies indicate: 1) Incentives for participation in communities are positively related to users’innovative behaviors, which in turn increase users’ entrepreneurial intentions; 2) The influence of incentives for participation in communities on users’ entrepreneurial intentions is mediated by users’ innovative behaviors; 3) The indirect effect of incentives for participation in communities on users’ entrepreneurial intentions through innovative behaviors is moderated by role identity (i.e., volunteer role and entrepreneurial role). Specifically, the identity of the volunteer role has a negative moderating effect on the indirect relationship between incentives for participation in communities and users’ entrepreneurial intentions through users’ innovative behaviors; however, the identity of the entrepreneurial role has a positive moderating effect on this indirect relationship. By examining the factors influencing user entrepreneurial intentions in virtual innovation communities, this study reveals the formation mechanism of the users’ entrepreneurial intentions objectively and comprehensively from the level of incentives for participation. It contributes to user entrepreneurship theory, assists users in making entrepreneurial decisions scientifically, and promotes the success of innovation incubation in virtual innovation communities.