隨著生活型態的轉變，人們漸漸開始重視生活品質，消費觀念也隨之改變，顧客開始追求各種品牌帶來的優越感，這樣的商品即為“炫耀性商品”，此類型商品的高單價與稀少性讓顧客在擁有商品時感到自己的社會地位有所提升。
由於科技的進步，資訊愈來愈公開化，許多顧客會在購買商品之前搜尋價格進行比價，決定購買商品的時機，此類型顧客稱之為“價格取向顧客”，本研究將顧客分為三種，分別為偏好獨特性的『勢利眼顧客』、喜歡追求其他消費者腳步的『從眾顧客』與只在商品折價時購買的『價格取向顧客』，探討炫耀性商品帶給這三種顧客的效用與顧客購買商品的行為。在市場中存在兩個供應商，分別販售新品與二手品的炫耀性商品，新品供應商以商品的稀少性吸引顧客購買，而二手品供應商則以較低廉的價格取勝，使得新品供應商不得不正視二手供應商帶來的威脅，此為雙寡佔市場。本研究以賽局模式探討兩供應商的競爭關係，以及顧客的策略行為與購買行為如何影響銷售，供應商進行定價時除了考量自身利益外，也需要考慮對手的定價策略，以最大化收益為目標，而得到雙贏的局面，由敏感度分析發現勢利眼顧客喜愛炫耀的特性會提高新品之售價，而從眾顧客之影響性相對較小，當市場中勢利眼顧客愈多會提高新品供應商之售價，且新品與二手品之差異性愈大時，新品之售價愈高，二手品售價則愈低。

Because of the changing lifestyle, the quality of life becomes an important concept to people. Consumers begin to pursue various brands which makes them feel superior. The goods with high price and scarcity are often called“Conspicuous goods”. People purchases each goods to promote their social status. Due to the advancement of information technology, consumers are able to obtain the price information before their purchases. In particular, those who compare different prices and then decide whether to buy a product are called“Bargain-hunting consumers”. In this research, consumers are divided into three types：snob, conformism, and bargain-hunting consumers, and the two suppliers sell new and used goods, respectively. We use game theory to deal with the competition between the two suppliers and investigate how the consumers’ behaviors can influence the sales. We find that the desire for uniqueness can lead to higher price, and the more difference between the new and used conspicuous goods, the more price-variance would occur.

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