A Conceptual Study of Understanding the Moderating Effects of Financial Struggles on Impulsive Online Purchases with Buy Now Pay Later Services among Gen Z in Malaysia

Nur Diyana Ismail (), Che Siti Lazrina Md Lazim, Zulnurhaini Zolkaply, Maisarah Syazwani Othman, Sharmeela Banu Syed AbuThahir and Mohd Danial Afiq Khamar Tazilah
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Nur Diyana Ismail: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Che Siti Lazrina Md Lazim: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Zulnurhaini Zolkaply: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Maisarah Syazwani Othman: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Sharmeela Banu Syed AbuThahir: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Mohd Danial Afiq Khamar Tazilah: Universiti Pendidikan Sultan Idris, Faculty of Management and Economics

A chapter in Proceedings of the 12th International Conference on Business, Accounting, Finance and Economics (BAFE 2024), 2025, pp 567-577 from Springer

Abstract: Abstract The rapid increase in internet users, limited mobility, and physical store closures during the Covid-19 pandemic have quickly transformed Malaysia's e-commerce retail market into a major player in just a few years. In line with this, digital transformation seeks to enhance information and communication technology infrastructure, allowing people to access high-speed internet at home and on their mobile phones. This ensures a smoother browsing experience on their favourite online marketplaces anytime. Although the pandemic is now behind us, Malaysian consumers continue to make frequent online purchases especially Gen Z who has grown up in a digitally dominant world. In addition, the escalating progress of online purchasing and the emergence of innovative payment options, such as Buy Now Pay Later services have significantly impacted the purchasing behaviour of consumers, particularly among the Gen Z. However, using online payment services has several risks, such as possible negative effects from electronic payments and challenges with managing money. Thus, this conceptual paper seeks to identify the factors influencing impulsive online purchase intention with Buy Now Pay Later services by reference to the Theory of Planned Behaviour, particularly attitudes, subjective norms, and perceived behavioural control of Gen Z. Subsequently, these antecedents can be determined by a moderating effect of Gen Z’s financial struggles on impulsive online purchase intention. This study expects to develop better strategies for promoting financial management and preventing overspending among Gen Z.

Keywords: Financial Struggles; Impulsive Online Purchase; Buy Now Pay Later; Gen Z (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-666-6_34

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