Abstract: By means of a case study, a wealth utility function of profit gained from the property bargaining is constructed in this paper based on the wealth preference of people. The models of bargaining for property pricing are constructed and the weighted marginal utility zero-sum equation of solving equilibrium price of bargaining are derived. By numerical computation of a case, the effects of individual's preferences, base prices, bargaining power and information on the property equilibrium price are analyzed. Furthermore, the influence of personal wealth amount change on the property equilibrium price or wealth effect is explored. The results obtained in this paper might provide the theoretic basis for the mechanism designs of bargaining for property pricing.

Key words: property pricing, bargaining, wealth utility function, wealth effect, bargaining power