Determinants of Actual Usage of Buy Now, Pay Later Service Among Young Consumers in Vietnam

Nguyen Thi Kim Oanh () and Truong Hue Linh
Additional contact information
Nguyen Thi Kim Oanh: Vietnam National University, International School
Truong Hue Linh: Vietnam National University, International School

A chapter in Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, 2026, pp 539-553 from Springer

Abstract: Abstract This study investigates determinants of the “Buy Now, Pay Later” (BNPL) service, a free short-term loan, in Vietnam. Specifically, the research examines the influence of digital literacy, hedonic motivation, service familiarity, lifestyle, income, willingness to incur debt, and behavioral intention on BNPL usage patterns. Data were collected through an online survey administered to 248 Vietnamese consumers who had previously utilized BNPL services. The collected data were subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the hypothesized relationships. The findings indicate that hedonic motivation and lifestyle have a significant positive influence on the intention to use BNPL services, which in turn positively predicts actual BNPL usage behavior. However, digital risk literacy has negative effects on actual usage behavior of BNPL service. Conversely, income, familiarity, and willingness to incur debt were not found to be statistically significant predictors of BNPL usage intention. These findings elucidate the key determinants of BNPL in Vietnam, providing empirical evidence that can inform strategic decision-making for BNPL service providers, enabling them to develop targeted growth and marketing strategies.

Keywords: Buy now pay later (BNPL); Behavioral intention; Actual usage behavior; Vietnam (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-6415-6_35

Ordering information: This item can be ordered from
http://www.springer.com/9789819564156

DOI: 10.1007/978-981-95-6415-6_35

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().