“A STUDY ON FACTORS INFLUENCING CONSUMER ATTITUDES TOWARD THE USE OF BUY NOW, PAY LATER (BNPL) SERVICES”

Abstract

This study aims to examine the effects of individual materialism, financial constraints, social influence, and self-control on the use of Buy Now, Pay Later (BNPL) services in Mongolia. Although e-commerce and digital payment systems are rapidly developing in Mongolia, research on the influence of BNPL services on consumer behavior remains relatively limited. A total of 385 consumers with prior experience using BNPL services were selected through random sampling, and the collected data were analyzed using SPSS 26 software. The findings reveal that individual materialism has the strongest influence on consumers’ attitudes toward using BNPL services. In addition, financial constraints and social influence were found to be important factors affecting consumers’ choices.