Determinants of Consumer Intention in Purchasing Through Buy Now, Pay Later (BNPL) Using the Theory of Planned Behaviour
DOI:
https://doi.org/10.24191/jas.v23i2.10784Keywords:
Buy Now Pay Later; Short-term financing; Theory of Planned Behaviour; Consumer intentionAbstract
This study investigates the determinants of consumer intention to use Buy Now, Pay Later (BNPL) services in Seremban, Malaysia, through the lens of the Theory of Planned Behaviour (TPB). A quantitative, cross-sectional survey was conducted among 384 respondents aged 20 and above, using structured questionnaires to measure attitudes, subjective norms, perceived behavioural control, and intention. The findings reveal that all three TPB constructs significantly influence consumer intention, with perceived behavioural control emerging as the strongest predictor, followed by subjective norms and attitude. Consumers who demonstrate greater financial confidence and understanding of repayment terms are more likely to adopt BNPL services, highlighting the importance of financial empowerment in responsible borrowing. The results also underscore the role of social influence, particularly peer and family expectations, in shaping BNPL adoption decisions. The study contributes to the growing literature on fintech adoption by validating the TPB model in the Malaysian context and offering practical insights for policymakers, educators, and BNPL providers. Recommendations include strengthening financial literacy programs, enhancing consumer protection under the Consumer Credit Act, and designing user-friendly digital tools to promote informed decision-making. These findings provide a foundation for regulatory frameworks and consumer education initiatives to balance fintech innovation with financial sustainability.
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