知识产品在线定制的交易成本分析及其治理机制研究

近期国内外出现了一批专注于知识产品定制交易的在线市场。虽然这些在线市场可以降低交易双方的搜索成本，但面临着由各种因素引发的高交易成本的挑战。文章从知识产品在线定制交易的特点出发，刻画了此类交易中主要的交易成本因素，构造了一个交易成本分析框架，并基于该框架讨论了可用的交易成本治理机制，最后观察了国内外三个典型的知识产品在线定制市场的交易成本治理实践。文章为知识产品在线定制的市场设计和管理提供了理论指导和实践经验。

Transaction Costs of Online Markets for Customized Knowledge Products and Their Governance Mechanisms

Online markets for customized knowledge products have emerged world-widely in recent years. Although online markets can reduce search cost, they will en- counter some other types of transaction cost which may cause the failure of the markets. We described the major types of transaction cost existing in the online markets for customized knowledge products and set up a framework of transaction cost analysis for this specific type of online market. Moreover, we discussed the governance mechanisms for the transaction costs. Finally, we examined three practical online markets for customized knowledge products about their governance of transaction costs. The paper provides both theoretical and practical guidance for the design and management of online markets for customized knowledge products.