Buy Now Pay Later Mechanism Trigger Impulsive Purchase Behaviour among Malaysian Millennials Generation

  • Nik Nuraisyah Nik Azmi
  • Nur Hazrini Mohd Zahari
  • Farhana Hanim Mohsin
  • Norhayati Md Isa

Abstract

The Buy Now Pay Later (BNPL) mechanism has emerged as a major force in the digital payments landscape, transforming consumers’ online transactions worldwide. With the rise of online shopping and the emergence of e-commerce, consumer purchase behaviour has shifted from rational to impulsive purchases. In addition, more and more online retailers and platforms are partnering with payment solution providers to offer their customers a simple and seamless payment experience. However, there are concerns about the potential negative effects of the user-friendly BNPL system, especially in terms of impulsive purchasing behaviour. This study focuses on Malaysian Millennials’ impulsive purchase behaviour using the BNPL system. It proposed a research model based on the Stimulus Organism Response (S-O-R) framework to investigate consumer response and behaviour.    

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Published
2024-03-01
How to Cite
NIK AZMI, Nik Nuraisyah et al. Buy Now Pay Later Mechanism Trigger Impulsive Purchase Behaviour among Malaysian Millennials Generation. International Journal of Business and Technology Management, [S.l.], v. 6, n. 1, p. 41-48, mar. 2024. ISSN 2682-7646. Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/25864>. Date accessed: 17 apr. 2024.
Section
English Section