Although there has been extensive research on transaction cost theory, this study was initiated in recognition of the fact that such research has been confined to industrial goods transactions and organizational theory. Through comparison with industrial goods transactions, this study examined what differences arise when transaction cost theory is applied to consumer goods transactions, which can be summarized as follows. Bargaining costs are emphasized as transaction costs; the degree of transaction cost generation due to asset specificity is low, and transaction costs arise more from the difficulty of performance measurement. Additionally, the behavioral assumptions regarding bounded rationality and opportunism may differ. Finally, based on these differences, the study examined whether consumers attempt to reduce the generated transaction costs through repeat patronage transactions, proxy indicators, and bargaining techniques.