Analysis of the Factors Impacting the Decision-Making on Higher Education Investment by Rural Households

The higher education investment decision-maker in rural families is a bounded rational one. The paper analysis the factors impacting the decision-making of them, founded that, the willing of the children and the prospective revenue can give a positive affection to the decision-making of higher education investment in rural families, perceived risks an reverse one. And the perceived cost based on the real cost does not affect the decision-making significantly.