A Conceptual Study of Understanding the Moderating Effects of Financial Struggles on Impulsive Online Purchases with Buy Now Pay Later Services among Gen Z in Malaysia

DOI

10.2991/978-94-6463-666-6_34How to use a DOI?

Keywords

Financial Struggles; Impulsive Online Purchase; Buy Now Pay Later; Gen Z

Abstract

The rapid increase in internet users, limited mobility, and physical store closures during the Covid-19 pandemic have quickly transformed Malaysia's e-commerce retail market into a major player in just a few years. In line with this, digital transformation seeks to enhance information and communication technology infrastructure, allowing people to access high-speed internet at home and on their mobile phones. This ensures a smoother browsing experience on their favourite online marketplaces anytime. Although the pandemic is now behind us, Malaysian consumers continue to make frequent online purchases especially Gen Z who has grown up in a digitally dominant world. In addition, the escalating progress of online purchasing and the emergence of innovative payment options, such as Buy Now Pay Later services have significantly impacted the purchasing behaviour of consumers, particularly among the Gen Z. However, using online payment services has several risks, such as possible negative effects from electronic payments and challenges with managing money. Thus, this conceptual paper seeks to identify the factors influencing impulsive online purchase intention with Buy Now Pay Later services by reference to the Theory of Planned Behaviour, particularly attitudes, subjective norms, and perceived behavioural control of Gen Z. Subsequently, these antecedents can be determined by a moderating effect of Gen Z’s financial struggles on impulsive online purchase intention. This study expects to develop better strategies for promoting financial management and preventing overspending among Gen Z.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nur Diyana Ismail
AU  - Che Siti Lazrina Md Lazim
AU  - Zulnurhaini Zolkaply
AU  - Maisarah Syazwani Othman
AU  - Sharmeela Banu Syed AbuThahir
AU  - Mohd Danial Afiq Khamar Tazilah
PY  - 2025
DA  - 2025/03/17
TI  - A Conceptual Study of Understanding the Moderating Effects of Financial Struggles on Impulsive Online Purchases with Buy Now Pay Later Services among Gen Z in Malaysia
BT  - Proceedings of the 12th International Conference on Business, Accounting, Finance and Economics (BAFE 2024)
PB  - Atlantis Press
SP  - 567
EP  - 577
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-666-6_34
DO  - 10.2991/978-94-6463-666-6_34
ID  - Ismail2025
ER  -