Content buying and selling device and content buying and selling method

A content buying and selling device comprising:

• a registration unit configured to register target content whose ownership is bought and sold by auction;
• a database configured to store the content registered in the registration unit;
• a trend determination unit configured to determine whether the content registered in the registration unit or an item related to the content is a trend, and to determine whether the content or the item related to the content has become a trend in a short period of time that is a predetermined time when determining that the content or the item related to the content is a trend;
• and
• an auction process unit configured to set a first auction starting price as an auction starting price of the content when the trend determination unit has determined that the content or the item related to the content is a trend and has not become a trend in a short period of time, and to set a second auction starting price, which is higher than the first auction starting price, as an auction starting price of the content when the trend determination unit has determined that the content or the item related to the content is a trend and has become a trend in a short period of time, thereby putting the content up for auction.