Exploring Behavioral Intention Toward BNPL and Its Impact on Impulse Buying: Moderating Role of Financial Self-Efficacy

Abstract

With the rapid rise of Buy Now and Pay Later (BNPL) services, concerns have emerged regarding their potential to trigger unplanned purchases. This study investigates how BNPL services influence consumers’ impulse buying behavior (IBB), using financial self-efficacy (FSE) as a moderating factor. Grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT), this study examines the effects of PE, EE, SI, and FC on behavioral intention (BI) to use BNPL. We further explore whether BI mediates the relationship between these antecedents and impulse buying. The findings reveal that PE, SI, and FC significantly predict BI, which increases impulse buying. However, EE had no significant effect. FSE was found to moderate the effect of BI on impulse buying, strengthening its impact. These results offer theoretical insights into BNPL adoption and practical implications for Fintech platform design and consumer financial education.