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The action button only works if you have unlocked an adult scene with that girl at that specific time of day and location. 

Example: Hitting action while in Lucy's workshop in the morning after viewing the adult scene there will replay the scene. 

Failure Example: Hitting action In the living room while Lucy is standing next to her bedroom door will do nothing, and reopen the choice menu.

If you have not viewed a scene with that girl in that specific place at that time of day, there is no action that can be taken there. The action button is kind of like a repeatable scene selector, and if there is no scene to repeat, the button does nothing.