at Google ScholarTitle data
Dehghani, Milad Armani ; Rese, Alexandra ; Karavidas, Dionysios ; Chotisarn, Noptanit ; Dwivedi, Yogesh K.:
Beyond buy now pay later adoption across markets : Consumer choices and
the emergence of save now buy later.
In: Journal of Retailing and Consumer Services.
Vol. 93
(2026)
.
- 104961.
ISSN 0969-6989
DOI: https://doi.org/10.1016/j.jretconser.2026.104961
Abstract in another language
Buy Now, Pay Later (BNPL) has emerged as a prominent digital credit mechanism in retail payments, allowing consumers to purchase immediately while deferring payment. While its convenience and flexible repayment options have accelerated adoption, concerns remain regarding impulsive spending, privacy, and potential indebtedness, particularly among younger consumers. This study investigates BNPL adoption through a dual-level, cross-country approach. At the macro level, we analyze how economic and regulatory conditions influence BNPL market share across 34 countries. At the micro level, we examine how individual traits, such as impulsivity and technological affinity, interact with perceptions of payment attributes to shape consumer choice. The micro-level analysis is based on a survey-based experiment with 521 participants conducted in Germany, Thailand, and the United Kingdom. Results show that BNPL adoption is jointly influenced by macroeconomic conditions and individual payment evaluations, with notable cross-country differences.
Further data
| Item Type: | Article in a journal |
|---|---|
| Refereed: | Yes |
| Keywords: | Buy now; Pay later; Cross-country analysis; Macro-level analysis; Micro-level analysis; Personal traits; Payment characteristics; Choice experiment |
| Institutions of the University: | Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation > Chair Business Administration XIV - Marketing and Innovation - Univ.-Prof. Dr. Daniel Baier |
| Result of work at the UBT: | Yes |
| DDC Subjects: | 300 Social sciences > 330 Economics |
| Date Deposited: | 08 Jul 2026 06:51 |
| Last Modified: | 08 Jul 2026 06:51 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/98991 |