Psychological Determinants of Buy-Now-Pay-Later on Impulse Purchases Behavior Among Genz Mobile Phone Users.

Abstract

This study investigates the psychological determinants of Buy Now, Pay Later (BNPL) usage on impulse purchase behavior among Generation Z mobile phone users in Nigeria. The research explores how three core dimensions of BNPL (Perceived Usefulness (PU), Perceived Value (PV), and Perceived Risk (PR)) influence impulsive buying tendencies. A quantitative, cross-sectional survey design was employed, targeting 300 Gen Z consumers aged 18–27 with prior BNPL experience. Participants were selected through purposive sampling from leading mobile phone outlets in Port Harcourt, Nigeria. Data were gathered via a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that Perceived Risk has a significant negative relationship with impulse purchase behavior, suggesting that reduced risk perceptions may amplify impulsive tendencies. Perceived Value demonstrates a moderate positive influence, indicating that value-for-money perceptions enhance the likelihood of spontaneous purchases. Conversely, Perceived Usefulness shows minimal effect, implying that utilitarian benefits play a lesser role in impulse-driven decisions. The study recommends that mobile phone retailers reduce perceived risk through secure payment frameworks and flexible return policies, emphasize value-centric promotions, and shift focus away from overly technical product attributes when marketing BNPL offerings to impulsive buyers.