This research examines sellers? pricing strategy oriented to bidders? risk preferences, within the context of an electronic auction. A business model is then proposed to predict the probability of potential bidders? risk preference, which sellers can consider to set pricing strategy to maximize their profits. A tailored intelligent auction registry engine is constructed based upon an initial version of our business model. Because the eXtensible Markup Language (XML)-based Simple Object Access Protocol (SOAP) is utilized to support interactions with other resources, our engine is decoupled from the underlying technology choices; therefore, it can be deployed to different platforms.