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Abstract The behavior manner of merchant is restricted by institution, but the merchant in different regions have different behavior reflection. This paper uses the viewpoint of new institution economics to describe how the formal(or conspicuous) institution arrangement confines Zheshang's behavior, and puts forward a viewpoint that Zheshang have the ability of constructing the potential institution arrangement. On the basis of comparing the relationship and difference between informal institution and potential institution, this paper considers that Zheshang's spirits、humanity culture、historical inheritance have the influence on the Zheshang's behavior, but there is devoid of run-of-mill theoretic explanation. One possible kind of approach is taking the institution as analytic master line. This paper can be see as a kind of academic endeavor of run-of-mill analysis.
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Received: 18 February 2008
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2008, Vol. 1 
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