Based on the multi-agent technology, this paper presents the optimization process of power agent, user agent and government agent in detail.Combined with the principles of consumer psychology, this paper simulates the user response to the electricity price, outputting response curve and obtaining a more excellent time-of-use price, taking into account the rate of electricity revenue change of power company, user demands and the requirements of grid stability.Simulation results show that the response curve obtained by taking all interests into attention can reflect the user response to different time-of-use prices.