台灣地區加油站目前已超過2,500 家，加油站市場競爭日益激烈，加油站業者為求永續生存，創造競爭優勢莫不挖空心思。除強化自身品牌形象，以爭取消費者認同、信賴進而提升顧客忠誠度。另為滿足顧客需求，更需提供顧客差異化、客製化服務。為了提供消費者更大誘因，增加消費者購買動機，促銷活動亦變成加油站經營成功關鍵因素（KSF）。
　　本研究主要以台灣油品市場為研究對象，探討加油站經營屬性（含品牌形象、服務品質、促銷活動等三個研究構面）對油品市場消費者購買行為之影響。加油站油品（汽、柴油）均來自油品供應商，所以本研究亦擬探討油品供應商品牌在消費者購買決策中扮演角色，亦即探討油品供應商品牌如何調和影響加油站經營屬性與消費者購買行為之間關係。
　　本研究以台南地區油品消費者為抽樣對象，共取得516份有效樣本，透過複迴歸分析後得到以下結論。（一）加油站品牌形象、服務品質、促銷活動均與消費者購買意願有顯著正向關係。（二）透過油品供應商品牌會調和影響加油站經營屬性與消費者購買行為之間關係。（三）油品市場消費者最喜歡促銷方式為直接降價，最鍾情油品供應商為中國石油。

　The number of gas stations in Taiwan has exceeded 2,500 so far. To ensure their survival in this ever more cut-throat marketplace, gas station operators are making an all-out effort to develop their competitive edge. Besides boosting brand images to vie for consumer identification and trust resulting in increased loyalty, gas station operators also diversify and customize their services to meet individual customer needs. By offering more incentives to stimulate consumer’s buying motivation, sales promotion has become a key success factor in running a gas station.

　This research studies Taiwan’s petroleum industry and explores ways the business strategies of gas stations (including brand image、service quality and sales promotion) influence consumers’ purchasing behavior. Since gas stations get their products (gasoline、diesel oil) from oil companies, this study will also discuss the roles oil brands play in consumer’s purchasing decision, i.e. to understand how oil brands moderate and affect the business strategies of gas stations and consumer’s purchasing behavior.

　A total of 516 valid questionnaires are collected from sampling consumers in the Tainan area for this study. The interpretations of the results of a multiple regression analysis conclude as follows:
1. Brand image, service quality and sales promotion all have significant and positive influence on consumers’ purchasing intentions.
2. Oil brands mitigate the relations between gas stations’ business strategies and consumers’ purchasing intentions.
3. Direct price cuts are consumers’ favorite promotion and their favorite oil brand is Chinese Petroleum Corp. (CPC.)

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