Since the founding of new China, the charging system of the higher education is developing all the time. The rural families' behaviors in the higher education investment become an important part to study the rural economy and education. We use the rural family in Chongqing as the research object by the way of using the sampling questionnaire survey and the interview method to collect related information about the higher education investment of rural households in Chongqing. Then we get factors to influence the rural investment behavior in the higher education and analyze how these factors work. At last, we put forward countermeasures and suggestions to improve the rural family education investment at the point of to help to solve problems in the investment of the higher education