个体主观知识状态与人格化交易行为研究

Both sides in the transactions has mutual understanding is one of the characteristic of the personalized trading. This especial relation reflected personification bargaining mechanism based on particular territorial institutional information and identifying with culture merit. This important feature of the personalized trading can be seen in private lending, rural land transfers, and other economic space. Along with the social structure restructuring, personalized trading customs has been replaced gradually. Mainstream economics and sociology both have explained the phenomenon from theory of relational contract and social capital. This paper tried to introduce a “subjective knowledge” theory, to explain the personalized trading customs system variance course through describing the individual’s cognitive status.