Buy Now, Cry Later

Sammanfattning

Buy Now, Pay Later (BNPL) has become an increasingly used payment service that allows consumers to expand their consumption, in spite of their income and budget constrictions. The service is especially appealing to young adult consumers, who are more prone to value features such as flexibility and convenience, but also tend to seek feelings of happiness and satisfaction through consumption. Young adults between the ages of 18 to 25 are also more likely to lack previous financial experience and usually have a lower income. A service like BNPL therefore allows them to fulfil their needs, while also promoting or creating unhealthy purchasing patterns through the use of credit. The purpose of this study is therefore to examine which specific factors of BNPL influence young adult consumers' purchasing intentions. To reach a suitable group, this study has targeted Swedish university students between the ages of 18 to 25. Furthermore, the study employed a quantitative research approach combined with a hypothetical-deductive method. This study relies on an analysis of primary data that were obtained through a self-completion questionnaire. The hypotheses were drawn from findings in previous studies, and tested through a regression analysis. Finally, the presented findings of this study indicate that the examined features of BNPL, flexibility, convenience, entertainment and lack of financial constraints, had an influence on consumers' intention to purchase.