Published date: Dec 07 2023

Journal Title: KnE Social Sciences

Issue title: The International Conference on Environmental, Social and Governance (ICESG 2022)

Pages: 804–812

DOI: 10.18502/kss.v8i20.14639

Bilal Mukhtarbilal_20000996@utp.edu.myDepartment of Management and Humanities, Faculty of Science and Information Technology, Universiti Teknologi, PETRONAS, Seri Iskandar 32610, Malaysia

Siti Nuraqilah Binti Ahmad TamrinDepartment of Management and Humanities, Faculty of Science and Information Technology, Universiti Teknologi, PETRONAS, Seri Iskandar 32610, Malaysia

Muhammad Kashif ShadDepartment of Management and Humanities, Faculty of Science and Information Technology, Universiti Teknologi, PETRONAS, Seri Iskandar 32610, Malaysia

Fong Woon LaiDepartment of Management and Humanities, Faculty of Science and Information Technology, Universiti Teknologi, PETRONAS, Seri Iskandar 32610, Malaysia

Nasir Abdul JalilDepartment of Management and Humanities, Faculty of Science and Information Technology, Universiti Teknologi, PETRONAS, Seri Iskandar 32610, Malaysia

Buy Now, Pay Later (BNPL) services allow retailers and enterprises to offer their consumers installment-based payment plans to help them manage their personal finances. As such, this research aims to examine the impact of BNPL services on consumer buying behavior. BNPL services are segmented into a convenient payment system, flexible repayment system, and accessible credit system. The study proposed primary data to be collected from Malaysian youth aged between 18 to 40 years through questionnaire. Partial Least Square-Structural Equation Modeling (PLS-SEM) is proposed to analyze the data. The conceptualized framework is underpinned based on the Diffusion of Innovation (DOI) theory that suggests that the adoption of BNPL services has a significant and positive impact on consumer buying behavior. This study will provide insights for regulators and industry players to decide BNPL’s future and to enhance its availability and adoption among the consumers.

Keywords: BNPL services, convenient payment system, flexible repayment system, and accessible credit system, diffusion of innovation theory

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