Choice ofVenture InvestmentBehaviors of Investors

To provide a correct guidance for investors, the factors influencing the choice of venture investmentbehavior of investors were investigated from the point of view of behavioral finance and through analyzing the risk-averse utility curves, expected utility, investment net present value and opportunity cost for an investor. These influential factors include the definition ofan investor s attitude to venture investmen,t the arrangementof investment tools in phases, the holding ofopportunity cost in investment decision and the application of investment options. The research shows that investor s attitude to investment venture directly affects the seeking to venture profit and reflects the mental critical of the investor to venture endurance. Alongwith the development of a venture enterprise, the investment trends to equity rights and debtrights ofan investorwilldecrease and increase respectively. When the unitoutputprice of items remains constan,t whether to keep or to exert the options lies on the comparison between opportunity costand net investment income. On the contrary, whether investor waiting for or raising investmentwillbe determined by the decrease or increase ofunitoutputprice.