The Intention of Young Adults in Malaysia toward Using Buy Now Pay Later (BNPL) in an Online Shopping Environment

Abstract

This study investigates the intention of young adults in Malaysia toward using Buy Now Pay Later (BNPL) in an online shopping environment.Grounded in Unified Theory of Acceptance and Use of Technology (UTAUT), the research examines the roles of perceived usefulness, perceived trust, social influence, facilitating conditions, and financial parenting in shaping this intention.Data was collected through a survey administered to 118 young adults in Malaysia and analysed using Structural Equation Modelling (SEM).The findings revealed that perceived usefulness and social influence has a significant positive impact on the intention to use the BNPL services.In contrast, facilitating conditions, perceived trust, and financial parenting do not show any significant effects.Additionally, age and gender are examined as moderating variables.The study found that only age has significantly moderate the relationship between facilitating conditions and financial parenting towards the intention to use.The study contributes to the existing literature by highlighting the key drivers of BNPL adoption among young adults and offers practical insights for financial institutions and service providers aiming to promote responsible financial behaviour.

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