首先，我们注意到交易是件好事，因为消费者的效用要高于生产者的成本。
First, note that trade is a good thing, because the buyer values the car more than the seller.
如果成本与效用一样，都是主观的，不可加总、不能比较；那么当然，任何社会成本，包括交易成本的概念就变得毫无意义。
But if costs, like utilities, are subjective, nonadditive, and noncomparable, then of course any concept of social costs, including transaction costs, becomes meaningless.
在这个价格水平下，效用低于p的销售者愿意交易。 考虑到我们对质量均匀分布的假设，以价格p交易的汽车的质量区间为0到p之间。
At this price, any seller who values the car less than p will be willing to trade.
使用网上银行提高了网上交易的效用。
Using online banking would enhance my effectiveness in online transactions.
该模型还说明在非对称信息下企业会将高质量产品价格定得较对称信息下高些，但交易双方在两种情况下所得的期望效用不会改变。
Enterprises will order the higher price in the asymmetric information rather than in the symmetry information, but both sides of trade will not change the expectation utility in two circs.
设租行为产生租金的供给，寻租行为产生租金的需求，供求双方在带有风险性的租金市场上进行交易时，遵循效用最大化原则。
Rent setting makes supply of rent, rent seeking makes demand of rent, both the two sides follow the principle of utility maximization while doing venture business with each other.
为了最大化整个生命周期的效用，家庭通常需要权衡迁居的交易成本和不迁居的效用损失。
To maximize the whole utility in life cycle, households need to weigh moving costs and loss of utility caused by unmoving.
消费者基于消费效用最大化的目标实施消费行为，面对商场繁杂的促销形式会依据机会成本、边际效用递减规律等原理选择与黄牛党进行交易。
Confronted with the complicated forms of sales promotions conducted by sellers, consumers will trade with scalpers under the rules of opportunity cost, diminishing marginal utility and other theo.
医生在最大化效用的驱动下会到市场去寻求人力资本的最优价值，从而引致现有合约条件下的交易成本。
Therefore, doctors will go to the human resource market to look for the best positon under benefit drive, and thus transaction cost under current agreement is formed.
可是，大量的事实表明，在市场交易和企业经营中，人们经常发生缺少理性、冒险、只满足情感需要而不考虑效用和效益的行为。
However, a great deal of facts illustrate that there are constantly irrational, venturesome behaviors that were done just to satisfy the emotional needs without considering the utility and benefit.
可是，大量的事实表明，在市场交易和企业经营中，人们经常发生缺少理性、冒险、只满足情感需要而不考虑效用和效益的行为。
However, a great deal of facts illustrate that there are constantly irrational, venturesome behaviors that were done just to satisfy the emotional needs without considering the utility and benefit.
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