因應氣候變遷造成的環境暖化，我國石油油品零售市場之供需正面臨運具使用能源轉型所帶來的劇烈影響。不論是石油煉製或零售業者之生存均備受挑戰，不能再單打獨鬥，應藉「品牌聯盟」策略。彼此的聯盟，取人之長且補已之短，互相成就企業經營的雙贏效果。該市場僅2家石油煉製業者分別為「台灣中油股份有限公司」（以下簡稱台灣中油）供應1,919座加油站市占率為76.52%與「台塑石化股份有限公司」（以下簡稱台塑石化）供應589座加油站市占率為23.48%。自2020年4月起全台85座「統一精工速邁樂加油站」（以下簡稱速邁樂加油站）宣布轉加盟「台塑石化」，建立品牌聯盟策略導致3.4%的市占率轉移。相仿規模的「台糖加油站」全台共73座市占率近2.9%，自2023年8月起與「台灣中油」保持加盟並宣布組成並將橫式招牌之企業識別系統(CIS)更換為台灣中油標誌，同時開放原僅限中油POS系統供消費者使用，分享彼此資源以吸引更多消費者。
本研究以「品牌聯盟」作切入觀點並以經營主體區分為「國營聯盟(台灣中油及台糖加油站)」與「民營聯盟(台塑石化及速邁樂加油站)，探討品牌聯盟之品牌配適度與品牌形象是否影響消費者購買意願；雖加油行為係民生基本需求，然而消費者涉入程度是否在其中具有調節效果影響消費者對品牌的選擇。過往加油站相關文獻多以消費者體驗、促銷方案、服務品質或產品屬性特徵以及單一石油品牌或加油站品牌為研究主題，未有「品牌聯盟觀點」作深入研究，故本研究對我國趨飽和且競爭激烈之石油油品零售市場，具相當重要的探討與管理實務價值。
本研究問卷以兩大石油油品體系消費者為受訪者，使用Google Forms製作數位問卷並藉網路發放，回收有效問卷共235份。研究結果如下：(1)品牌聯盟之品牌配適度對購買意願有正向之影響；(2)品牌聯盟之品牌形象對購買意願有正向之影響；(3)產品涉入對品牌聯盟之品牌配適度與購買意願間具有調節效果(國營聯盟：成立；民營聯盟：不成立)；(4)產品涉入對品牌聯盟之品牌形象與購買意願間具有調節效果(國營聯盟：成立；民營聯盟：不成立)；(5)服務涉入對品牌聯盟之品牌形象與購買意願間具有調節效果(國營聯盟：成立；民營聯盟：不成立)。

Taiwan’s petroleum retail market is dominated by CPC Corporation Taiwan (CPC) (76.52%) and Formosa Petrochemical Corporation (FPCC) (23.48%). Since April 2020, 85 stations operated by Mech Smile Incorporation (Mech Smile Inc) nationwide have joined FPCC. Similarly, Taiwan Sugar Corporation (Taisugar) with 73 stations have continued to form alliances with CPC and have replaced their horizontal signage corporate identity system with the CPC’s logo since August 2023.
This study explores how the brand fit and brand image in brand alliances (state-owned: CPC & Taisugar; private: FPCC & Mech Smile Inc) affect consumers’ purchase intention. The level of involvement may have a moderating effect on consumers’ purchase intention.
This study utilized 235 valid online questionnaires were collected. The research findings are as follows:(1)The brand fit in brand alliances has a significant positive impact on purchase intention; (2)The brand image in brand alliances has a significant positive impact on purchase intention; (3)The level of product involvement has a significant moderating effect on the brand fit in brand alliances and purchase intention.(state-owned: supported, private: rejected); (4)The level of product involvement has a significant moderating effect on the brand image in brand alliances and purchase intention.(state-owned: supported, private: rejected); (5)The level of service involvement has a significant moderating effect on the brand image in brand alliances and purchase intention.(state-owned: supported, private: rejected)

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