To provide a method for easily determining the price of a merchandise whose supply is easily adjusted in response to a demand so that the price meets the demand and allows a seller to obtain larger profit, and to provide a server and a system.

A price adjustment server 10 receives the initial stock number and initial price of the merchandise from the terminal 50 of a digital content seller, stores the number and price in a merchandise price DB 20, receives purchase from the terminals 60a, 60b of purchasers, and stores the number of counted demands. The server detects a change in the number of the demands, based on the stored number of the demands, and calculates the virtual stock number where the number of stock increase obtained in response to the detected change in the number of the demands is added to the initial stock number of the merchandise. When the stored number of the demands does not exceed the initial stock number of the merchandise, the initial prices is adopted as a sales price. When the stored number of the demands exceeds the initial stock number of the merchandise, a price calculated based on a difference between the number of the demands and the virtual stock number is determined as the sales price. Then the determined sales price is transmitted to the terminals 60a, 60b of the purchasers.

COPYRIGHT: (C)2010,JPO&INPIT