@article{ART003374448},
author={Jia-Yi Wang and YoungSook Lee},
title={The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-},
journal={Journal of Internet of Things and Convergence},
issn={2466-0078},
year={2026},
volume={12},
number={4},
pages={3}
TY - JOUR
AU - Jia-Yi Wang
AU - YoungSook Lee
TI - The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-
JO - Journal of Internet of Things and Convergence
PY - 2026
VL - 12
IS - 4
PB - The Korea Internet of Things Society
SP - 3
EP -
SN - 2466-0078
AB - 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.
KW - Sports brand;VMD components;Consumer emotional response;Purchase intention
DO -
UR -
ER -
Jia-Yi Wang and YoungSook Lee. (2026). The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-. Journal of Internet of Things and Convergence, 12(4), 3.
Jia-Yi Wang and YoungSook Lee. 2026, "The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-", Journal of Internet of Things and Convergence, vol.12, no.4 3.
Jia-Yi Wang, YoungSook Lee "The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-" Journal of Internet of Things and Convergence 12.4 3 (2026) : 3.
Jia-Yi Wang, YoungSook Lee. The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-. 2026; 12(4), 3.
Jia-Yi Wang and YoungSook Lee. "The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-" Journal of Internet of Things and Convergence 12, no.4 (2026) : 3.
Jia-Yi Wang; YoungSook Lee. The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-. Journal of Internet of Things and Convergence, 12(4), 3.
Jia-Yi Wang; YoungSook Lee. The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-. Journal of Internet of Things and Convergence. 2026; 12(4) 3.
Jia-Yi Wang, YoungSook Lee. The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-. 2026; 12(4), 3.
Jia-Yi Wang and YoungSook Lee. "The Effects of VMD Components in Sports Brand Stores on Consumer Emotional Response and Purchase Intention -Comparison of Chinese and International Brands-" Journal of Internet of Things and Convergence 12, no.4 (2026) : 3.
