近年來，便利商店不斷創新，針對不同商圈的需求來設計店面，讓門市成為消費者娛樂休憩的體驗場域，以期提升營業額。2019年，7-11打造全球獨一無二的「品牌聯名店」，業績成長20-30%以上。
本研究採用7-11聯名店的主題進行探討，一開始先進行知覺契合度衡量，分析消費者對於聯名店契合度高低之調查結果。接著，探討通路商與品牌商合作下，消費者對聯合品牌的態度是否影響品牌權益與購買意願，以及聯合品牌的知覺契合度是否具調節效果。
本研究總共回收579份有效問卷，透過結構方程模式進行假說驗證，研究結果發現，聯合品牌態度正向影響通路商與品牌商之品牌權益與購買意願；通路商與品牌商之品牌權益正向影響購買意願；而調節作用之驗證結果，僅於聯合品牌態度與品牌商品牌權益之間具調節效果。本研究於最後提出研究貢獻與建議。

In recent years, several convenience stores have been transformed into different styles of innovative stores, in order to make them as an experience area for customers to relax and entertain, and in turn increase the volume of business.
In 2019, the unique "co-branding store" of 7-11 has been created in Taiwan, with a performance growth of more than 20-30%. This empirical study was developed based on the theme of 7-11 co-branding stores. At first, the perceived fit of co-branding was measured. Next, this research aims to examine whether customers' attitudes toward co-branding have an effect on brand equity and purchase intention, and whether customers’ perceived fit of co-branding has a moderating effect.
In this study, a total of 579 valid questionnaires were collected, and the hypotheses were verified through the structural equation model(SEM). The results demonstrate that customers’ attitudes toward co-branding positively affect brand equity and purchase intention, brand equity positively affects purchase intention, and the moderating effect of perceived fit is only verified in the relationship between co-branding attitude and brand equity of the brand stores. At the end of this study, research contributions and suggestions are proposed.

中文文獻
王素彎(2019)。零售業發展現況與展望。經濟前瞻，181，115-120。
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網路相關資料
Vie, L(2019)。7-11台北三間特色聯名店登場！攜手可口可樂、瑪莎拉蒂、海尼根打造美式餐廳、超跑精品與時髦餐酒館門市。2019年3月18日，取自 https://www.wowlavie.com/Article/AE1900458
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