The Impact of Buy Now, Pay Later Services on the Impulsive Buying Behavior of Generation Z in Shah Alam, Malaysia

Hariz Ikmal Bin Izham, Karen Poon Yean Peng, Aw Yoke Cheng, Chong Kim Loy and Simranpreet Kaur Hansaram
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Hariz Ikmal Bin Izham: University of Wollongong, Malaysia
Karen Poon Yean Peng: University of Wollongong, Malaysia
Aw Yoke Cheng: Berjaya University College, 55100, Kuala Lumpur, Malaysia
Chong Kim Loy: UNITAR International University, 47301 Petaling Jaya, Malaysia
Simranpreet Kaur Hansaram: UNITAR International University, 47301 Petaling Jaya, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 9, 9349-9369

Abstract: This research investigates the relationship between Buy Now, Pay Later (BNPL) services and impulsive buying behaviour among Generation Z consumers in Shah Alam. The study focuses on three key factors of BNPL usage ease of use, deferred payment structure, and perception of affordability and examines how these elements may influence impulsive purchasing tendencies. This study employed quantitative research design using a structured questionnaire. Distributed among Generation Z respondents in Shah Alam. Data was analyzed to identify significant relationships between BNPL features and consumer behaviour. The findings reveal a significant influence of BNPL's ease of use and perceived affordability on impulsive purchasing, providing insights into the financial habits and short-term spending patterns of young consumers. This study contributes to the understanding of how emerging financial technologies impact consumer markets, with implications for businesses, financial service providers, and policymakers.

Date: 2025
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