Jia-Yi Wang
|
YoungSook Lee
| 2026, 12(4)
| 3
| number of Cited : 0
As the importance of visual presentation and consumer experience in sports brand stores continues to increase, there is a growing need to examine the effects of Visual Merchandising (VMD) components on consumers’ emotional responses and purchase intentions. The purpose of this study is to compare and analyze the effects of VMD components in Chinese and international sports brand stores on consumers’ emotional responses and purchase intentions. To achieve this objective, LI-NING, representing a Chinese brand, and Nike, representing an international brand, were selected as the research subjects. An online survey was conducted among female college students in their twenties residing in Changchun, China, from July 1 to July 10, 2025, and a total of 350 valid questionnaires were used for the final analysis. The collected data were analyzed using SPSS 26.0. The results indicated that, in both Chinese and international sports brand stores, the VMD components namely spatial elements, presentation elements, and display elements had significant positive effects on consumers’ emotional responses and purchase intentions. In addition, consumers’ emotional responses, including pleasure, arousal, and dominance, were found to have significant positive effects on purchase intention. This study has both academic and practical implications in that it compares and analyzes the effects of VMD components in Chinese and international sports brand stores on consumers’ emotional responses and purchase intentions, thereby providing fundamental insights for establishing effective VMD strategies in sports brand stores.