All-at-Once vs. One-by-One: Exploring Consumer Responses to Different Modes of Presenting Color Options in Online Fashion Retailing

Abstract

In online fashion retailing, effectively presenting product information significantly influences consumer perceptions and behaviors. This research explored how different modes of presenting color options, specifically one-by-one ver- sus all-at-once, affect consumer responses. Through two experimental studies employing a between-subjects design, this research investigated the mechanisms by which presentation modes influence consumers’ approach intentions, focusing on the mediating roles of processing fluency and perceived variety, and examining the moderating role of the need for unique- ness (NFU). Study 1 shows that simultaneously presenting color options (all-at-once) significantly increases perceived vari- ety, subsequently enhancing consumers' approach intentions toward the retailer. Study 2 further revealed a sequential mediation process in which the all-at-once presentation facilitated higher processing fluency, thereby enhancing perceived variety and ultimately strengthening approach intentions. Importantly, this effect is moderated by NFU: Consumers with lower NFU benefit more from the fluent processing of simultaneous presentations, whereas those with higher NFU exhibit no significant differences between presentation modes. Theoretically, this study extends existing knowledge on visual merchandising by clarifying the cognitive mechanisms (processing fluency and perceived variety) underlying consumers’ reactions to product displays while highlighting the influence of individual differences (individaul differences in NFU.). Practically, these findings provide valuable insights for online fashion retailers to strategically choose presentation modes tailored to their target customers and optimize visual merchandising to enhance consumer engagement and purchase behaviors.