Assessing the Impact of Buy Now, Pay Later (BNPL) Services on Digital Consumer Buying Behaviour and Online Purchasing Decisions

Abstract

Buy Now, Pay Later (BNPL) services have grown quickly and changed how people shop online by letting them make payments later without interest. This study looks into how BNPL affects how people in Chennai, India, shop online. This study looks at how BNPL affects how often people buy things, how much they spend on average, how often they buy things on impulse, and how good they feel about their finances. It builds on theories from behavioral economics like pain-of-payment and mental accounting. A structured questionnaire was given to 350 internet shoppers in Chennai, and the data were analyzed using descriptive statistics, t-tests, ANOVA, and regression modeling. The results show that using BNPL is strongly linked to spending more and feeling less discomfort when paying, especially for younger people. The study has consequences for e-retailers, BNPL providers, and regulators. It suggests that promotion should be balanced and consumers should be taught how to use BNPL responsibly.