This study explores the influence of host country characteristics, CEO attributes, and firm strategy orientation on the choice of foreign market entry mode and the impact of the entry mode choice on performance. Using Logistic regression analysis, 116 Taiwanese firms investing in China are empirically analyzed. Findings of this paper indicate that host country demand condition, working experience and international experience of CEO, and investing firm's strategy orientation all significantly influence firm's choice of foreign market entry mode. Mode performance of wholly-owned subsidiaries and joint ventures are not significantly different from each other.