[Abstract]
This study analyses venture capital¡¯s investment decision making, using judgment analysis method, which is based on social judgment theory and lens model.
The main purpose of this study is that what kind of information cue affect, to a certain extent, venture capitalist¡¯s overall evaluation toward venture firms as a investment object. First, through the review on previous researches, thirty five cases were addressed with five factors: venture founder and venture team¡¯s ability, superiority of the product and service, status of the market and competitors, financial status and potential earning rate. Secondly, those factors were suggested to Korean venture capitalists, and write down overall test score by them. Finally, these were analysed by multiple regression, applying not to nomothetic regression but to idiographic regression, with five factors as independent variables and with overall test score as dependent variables.
According to the results of the research, the differences between individual relative weight regressions were very high, in case of the Korean venture capitalist. As a whole, relative weight regression of the cue was high in the order named : venture founder and venture team¡¯s ability, potential earning rate, status of the market and competitors, superiority of the product and service, and financial status. Through the analysis of data, we find that the chemistry about generally accepted standard of judgement is not fully formed and venture founder and venture team's ability is recognized as a most important criteria.
The individual venture capitalists would know their propensity to investment and be able to review their bias and error by inducing the relative weight regression. In addition, it will be crucial information factors for a owner of the venture firm who wants to attract investment from venture capitalists.
In conclusion, this research modelize individual venture capitalists¡¯ cognitive decision-making process quantitatively, using judgment analysis method. Therefore it is meaningful in that inducing relative weight regression can be a excellent tool for investment decision making and also this research will be able to benefit a owner of the venture firm who wants to be funded.