A business model for an Internet shopping mall using a futures/options exchange game is provided to enable the Internet shopping mall to increase sales and enable a customer to receive diverse points by making the customer actively join in determination of a goods price and making the customer to obtain the service points through a futures/options game. A shopping mall company selects several high preference goods, and determines/publicizes a period and a start/end day of a price determining game, and a start price discounted from a sale price. The shopping mall company many assigned prices by dividing a difference between the sale price and the start price according to a predetermined ratio. The assigned price makes the customer determine the purchasable price based on the final price and the customer buys the goods by buying a right for the assigned price. If the end day is reached, the final price of the goods is obtained and the closest assigned price to the final price is determined as the sale price for actually selling the goods to the customer.
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