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PurposeIn this research, the authors aim to investigate the impact of product display quantity on consumers' online purchase intention through the diminished pain of payment, in light of signaling theory and mental accounting theory. Additionally, the authors test the role of price in this psychological mechanism.Design/methodology/approachThe authors use a combination of online studies and field experiments to test our predictions. Four online studies are conducted to test the main effect of product display quantity on purchase intention (Studies 1A and 1B), the mediating effect of the diminished pain of payment (Study 2), and the moderating role of price (Study 3). Two field experiments are conducted to strengthen the robustness of our findings.FindingsThe findings suggest that product display quantity has a significantly positive impact on purchase intention, mediated by the diminished pain of payment, and this effect is moderated by price.Originality/valueThis is the first study to investigate the effect of product display quantity on online purchase intention. This research advances the discussion of product display quantity, which provides retailers and consumers with a convenient way to communicate with each other and leads to a more relaxed purchase experience.