Understanding young consumers’ attitude formation for new-age fintech credit products: an SOR framework perspective

Chandan Kumar Behera () and Ritika Dadra ()
Additional contact information
Chandan Kumar Behera: Indian Institute of Management Lucknow
Ritika Dadra: Indian Institute of Management Lucknow

Journal of Financial Services Marketing, 2024, vol. 29, issue 3, No 18, 964-978

Abstract: Abstract The emergence of fintech companies has revolutionized the credit ecosystem by providing flexible credit products with lower interest rates and convenient repayment options. These companies have introduced fintech credit products (FCP) that target young consumers, including the popular Buy Now Pay Later (BNPL). Despite the increasing popularity of FCP, there is a dearth of research on understanding consumers’ attitudes toward using them. Thus, this study aims to fill the literature gap by examining the attitude formation of young consumers toward FCP in the context of BNPL. Using a stimulus-organism-response framework and SmartPLS, the study assessed the stimulus (affordability, flexibility, and structural assurance) and organism (perceived usefulness and trust) factors that affect attitude formation toward FCP among young consumers. The result shows that affordability, flexibility, structural assurance, and perceived usefulness help form consumers’ attitudes toward FCP. The findings of this study can contribute to understanding young consumers’ preferences and expectations toward FCP and inform fintech companies in designing and marketing FCP that meet consumer needs.

Keywords: Credit behavior; Buy-now-pay-later; Fintech; Consumer credit; SOR (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41264-023-00247-3 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

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:pal:jofsma:v:29:y:2024:i:3:d:10.1057_s41264-023-00247-3

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41264

DOI: 10.1057/s41264-023-00247-3

Access Statistics for this article

Journal of Financial Services Marketing is currently edited by Tina Harrison

More articles in Journal of Financial Services Marketing from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().