Abstract: Based on the achievement goal theory, this paper studied the structure and characteristics of entrepreneurial motivation of university students. Questionnaire survey method was used and 4869 samples were required. By the main factor analysis method, 3 main factors of entrepreneurial motivation were separated out, including motivation of pursuing fame and wealth, motivation of pursuing self-achievement and motivation of taking social responsibility. The regression analysis shows the 3 main factors all have significant influence towards the entrepreneurial intention of university students. These findings provide insight into how to promote the entrepreneurial education and enhance the entrepreneurial intention of students.