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In 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.

The 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.

The 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.

This 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.

China has a new rural revitalization strategy to stimulate rural transformation through modernizing rural areas and resolving their social contradictions. While social capital is recognized as an important element to rural revitalization and entrepreneurship, research into the role of psychological capital is less developed. Therefore, this paper assesses the impact of both social and psychological capital on entrepreneurial performance of Chinese new-generation rural migrant entrepreneurs (NGRMEs) who have returned to their homes to develop businesses as part of the rural revitalization revolution.

Based on a survey, data were collected from 525 NGRMEs in Shaanxi province. This paper uses factor analysis to determine variables for a multiple linear regression model to investigate the impacts of dimensions of both social capital and psychological capital on NGRMEs’ entrepreneurial performance.

Through the factor analysis, social capital of these entrepreneurs consists of five dimensions (reputation, participation, networks, trust and support), psychological capital has three dimensions (innovation and risk-taking, self-efficacy and entrepreneurial happiness) and entrepreneurial performance contains four dimensions (financial, customer, learning and growth, and internal business process). Furthermore, the multiple linear regression model empirically verifies that both social capital and psychological capital significantly influence and positively correlate with NGRMEs' entrepreneurial performance.

This study shows the importance of how a mixture of interrelated social and psychological dimensions influence entrepreneurial performance that may contribute to the success of the Chinese rural revitalization strategy. This has serious implications when attempting to improve the lives of over 100 million rural Chinese citizens.