UNDERSTANDING THE INFLUENCE OF PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, AND PERCEIVED ENJOYMENT ON ATTITUDE AND BUYING INTENTION USING BUY NOW PAY LATER SERVICE
Keywords:
Paylater, Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Attitude and Buying Intention
Abstract
This study examines the factors that influence consumer attitudes and buying intentions toward Buy Now, Pay Later (BNPL) services in Indonesia, using the Technology Acceptance Model (TAM) as a framework. It focuses on three key factors: Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Perceived Enjoyment (PE), and how these affect attitudes toward BNPL services and, in turn, influence buying intentions. Data was collected from 200 respondents via an online survey, and the results were analyzed using Structural Equation Modeling (SEM). The findings show that PU, PEOU, and PE significantly impact consumer attitudes, with PU having the strongest influence. Positive attitudes lead to greater intention to use BNPL services. This study provides valuable insights for BNPL providers, highlighting the need to enhance ease of use, usefulness, and enjoyment to increase user adoption. Recommendations for improving marketing strategies and user interfaces are also discussed, along with implications for policymakers to ensure responsible use of BNPL services.
References
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Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.
Al-Rahmi, W. M., Othman, M. S., & Yusuf, L. M. (2015). The effect of social media on researchers’ academic performance through collaborative learning in Malaysian higher education. International Journal of Humanities and Social Science, 5(8), 142-152.
Barreiro, P. L., & Albandoz, J. P. (2001). Population and sample. Sampling techniques. Management Mathematics for European Schools.
Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management & Data Systems, 107(1), 21-36. https://doi.org/10.1108/02635570710719034
Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management & Data Systems, 107(1), 21-36. https://doi.org/10.1108/02635570710719034
Cheng, Y., Wang, Z., & He, J. (2022). The role of perceived enjoyment in users’ acceptance of BNPL services. Journal of Financial Services Marketing, 27(3), 199-210. https://doi.org/10.1057/s41264-021-00116-0
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. Retrieved from JSTOR
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982-1003.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (2020). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
Field, A. (2018). Discovering Statistics Using IBM SPSS Statistics (5th ed.). SAGE Publications.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
George, D., & Mallery, P. (2020). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update (12th ed.). Pearson.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Gupta, S., & Arora, N. (2021). Investigating consumers’ intention to use BNPL services: An extension of TAM. Journal of Financial Services Marketing, 26(4), 238-251.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Pearson Education.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Huang, C. D., Liaw, S. S., & Lai, C. C. (2019). Exploring learner acceptance of the use of virtual reality in medical education: A case study of desktop and projection-based display systems. Interactive Learning Environments, 27(6), 826-841. https://doi.org/10.1080/10494820.2018.1522607
Huang, C. D., Liaw, S. S., & Lai, C. C. (2019). Exploring learner acceptance of the use of virtual reality in medical education: A case study of desktop and projection-based display systems. Interactive Learning Environments, 27(6), 826-841. https://doi.org/10.1080/10494820.2018.1522607
Huang, Z., Benyoucef, M., & Wang, J. (2021). Adoption of buy now pay later services: An empirical study. Journal of Retailing and Consumer Services, 60, 102490. https://doi.org/10.1016/j.jretconser.2021.102490
Kim, H., Chan, H. C., & Gupta, S. (2010). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kim, H., Chan, H. C., & Gupta, S. (2010). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kim, H., Chan, H. C., & Gupta, S. (2010). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Press.
Kumar, R. (2011). Research Methodology: A Step-by-Step Guide for Beginners. Sage Publications.
Lee, J., Lee, H., & Lee, C. (2020). The impact of perceived ease of use on perceived usefulness and attitude toward BNPL services. Journal of Electronic Commerce Research, 21(2), 91-105.
Lee, J., Lee, H., & Lee, C. (2020). The impact of perceived ease of use on perceived usefulness and attitude toward BNPL services. Journal of Electronic Commerce Research, 21(2), 91-105.
Li, Y., & Li, X. (2022). Examining the determinants of BNPL service adoption: An empirical study. International Journal of Bank Marketing, 40(1), 1-22.
Liu, Y., Li, H., & Carlsson, C. (2021). Factors influencing consumers' adoption of BNPL services: An empirical investigation. Journal of Retailing and Consumer Services, 59, 102490. https://doi.org/10.1016/j.jretconser.2021.102490
Park, S. Y., Yang, H. S., & Lee, Y. H. (2022). Factors affecting the intention to use BNPL services in Korea. Journal of Financial Services Marketing, 27(2), 99-110.
PYMNTS. (2023). Digital wallets used more by high earners, BNPL more by middle class. Retrieved from PYMNTS.
Riquelme, H. E., & Rios, R. E. (2010). The moderating effect of gender in the adoption of mobile banking. International Journal of Bank Marketing, 28(5), 328-341. https://doi.org/10.1108/02652321011064872
Riquelme, H. E., & Rios, R. E. (2010). The moderating effect of gender in the adoption of mobile banking. International Journal of Bank Marketing, 28(5), 328-341. https://doi.org/10.1108/02652321011064872
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach. John Wiley & Sons.
Sheard, M. (2018). Quantitative data analysis. In Research Methods (pp. 107-118). Springer.
Stratton, S. J. (2020). Population research: Convenience sampling strategies. Prehospital and Disaster Medicine, 35(5), 473-474.
Tan, M., Teo, T. S., & Tan, B. C. (2014). Factors influencing the adoption of internet banking. Journal of the AIS, 1(1), 1-42. https://doi.org/10.17705/1jais.00001
Tan, M., Teo, T. S., & Tan, B. C. (2014). Factors influencing the adoption of internet banking. Journal of the AIS, 1(1), 1-42. https://doi.org/10.17705/1jais.00001
Tan, M., Teo, T. S., & Tan, B. C. (2014). Factors influencing the adoption of internet banking. Journal of the AIS, 1(1), 1-42. https://doi.org/10.17705/1jais.00001
van der Heijden, H. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.
Venkatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, 11(4), 342-365. https://doi.org/10.1287/isre.11.4.342.11872
Venkatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, 11(4), 342-365. https://doi.org/10.1287/isre.11.4.342.11872
Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences, 39(2), 273-315.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204. Retrieved from INFORMS (https://pubsonline.informs.org/doi/10.1287/mnsc.46.2.186.11926)
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178. Retrieved from MISQ. (https://misq.org/consumer-acceptance-and-use-of-information-technology-extending-the-unified-theory-of-acceptance-and-use-of-technology.html)
Wang, Y. S., Wu, M. C., & Wang, H. Y. (2021). Investigating the determinants and age and gender differences in the acceptance of mobile learning. British Journal of Educational Technology, 40(1), 92-118. https://doi.org/10.1111/j.1467-8535.2007.00710.x
Wang, Y. S., Wu, M. C., & Wang, H. Y. (2021). Investigating the determinants and age and gender differences in the acceptance of mobile learning. British Journal of Educational Technology, 40(1), 92-118. https://doi.org/10.1111/j.1467-8535.2007.00710.x
Zhao, Y., Ni, Q., & Zhou, R. (2018). What factors influence the mobile health service adoption? A meta-analysis and the moderating role of age. International Journal of Information Management, 43, 342-350. https://doi.org/10.1016/j.ijinfomgt.2017.08.006
Zhao, Y., Ni, Q., & Zhou, R. (2018). What factors influence the mobile health service adoption? A meta-analysis and the moderating role of age. International Journal of Information Management, 43, 342-350. https://doi.org/10.1016/j.ijinfomgt.2017.08.006.
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.
Al-Rahmi, W. M., Othman, M. S., & Yusuf, L. M. (2015). The effect of social media on researchers’ academic performance through collaborative learning in Malaysian higher education. International Journal of Humanities and Social Science, 5(8), 142-152.
Barreiro, P. L., & Albandoz, J. P. (2001). Population and sample. Sampling techniques. Management Mathematics for European Schools.
Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management & Data Systems, 107(1), 21-36. https://doi.org/10.1108/02635570710719034
Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management & Data Systems, 107(1), 21-36. https://doi.org/10.1108/02635570710719034
Cheng, Y., Wang, Z., & He, J. (2022). The role of perceived enjoyment in users’ acceptance of BNPL services. Journal of Financial Services Marketing, 27(3), 199-210. https://doi.org/10.1057/s41264-021-00116-0
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. Retrieved from JSTOR
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982-1003.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (2020). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
Field, A. (2018). Discovering Statistics Using IBM SPSS Statistics (5th ed.). SAGE Publications.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
George, D., & Mallery, P. (2020). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update (12th ed.). Pearson.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Gupta, S., & Arora, N. (2021). Investigating consumers’ intention to use BNPL services: An extension of TAM. Journal of Financial Services Marketing, 26(4), 238-251.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Pearson Education.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Huang, C. D., Liaw, S. S., & Lai, C. C. (2019). Exploring learner acceptance of the use of virtual reality in medical education: A case study of desktop and projection-based display systems. Interactive Learning Environments, 27(6), 826-841. https://doi.org/10.1080/10494820.2018.1522607
Huang, C. D., Liaw, S. S., & Lai, C. C. (2019). Exploring learner acceptance of the use of virtual reality in medical education: A case study of desktop and projection-based display systems. Interactive Learning Environments, 27(6), 826-841. https://doi.org/10.1080/10494820.2018.1522607
Huang, Z., Benyoucef, M., & Wang, J. (2021). Adoption of buy now pay later services: An empirical study. Journal of Retailing and Consumer Services, 60, 102490. https://doi.org/10.1016/j.jretconser.2021.102490
Kim, H., Chan, H. C., & Gupta, S. (2010). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kim, H., Chan, H. C., & Gupta, S. (2010). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kim, H., Chan, H. C., & Gupta, S. (2010). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Press.
Kumar, R. (2011). Research Methodology: A Step-by-Step Guide for Beginners. Sage Publications.
Lee, J., Lee, H., & Lee, C. (2020). The impact of perceived ease of use on perceived usefulness and attitude toward BNPL services. Journal of Electronic Commerce Research, 21(2), 91-105.
Lee, J., Lee, H., & Lee, C. (2020). The impact of perceived ease of use on perceived usefulness and attitude toward BNPL services. Journal of Electronic Commerce Research, 21(2), 91-105.
Li, Y., & Li, X. (2022). Examining the determinants of BNPL service adoption: An empirical study. International Journal of Bank Marketing, 40(1), 1-22.
Liu, Y., Li, H., & Carlsson, C. (2021). Factors influencing consumers' adoption of BNPL services: An empirical investigation. Journal of Retailing and Consumer Services, 59, 102490. https://doi.org/10.1016/j.jretconser.2021.102490
Park, S. Y., Yang, H. S., & Lee, Y. H. (2022). Factors affecting the intention to use BNPL services in Korea. Journal of Financial Services Marketing, 27(2), 99-110.
PYMNTS. (2023). Digital wallets used more by high earners, BNPL more by middle class. Retrieved from PYMNTS.
Riquelme, H. E., & Rios, R. E. (2010). The moderating effect of gender in the adoption of mobile banking. International Journal of Bank Marketing, 28(5), 328-341. https://doi.org/10.1108/02652321011064872
Riquelme, H. E., & Rios, R. E. (2010). The moderating effect of gender in the adoption of mobile banking. International Journal of Bank Marketing, 28(5), 328-341. https://doi.org/10.1108/02652321011064872
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach. John Wiley & Sons.
Sheard, M. (2018). Quantitative data analysis. In Research Methods (pp. 107-118). Springer.
Stratton, S. J. (2020). Population research: Convenience sampling strategies. Prehospital and Disaster Medicine, 35(5), 473-474.
Tan, M., Teo, T. S., & Tan, B. C. (2014). Factors influencing the adoption of internet banking. Journal of the AIS, 1(1), 1-42. https://doi.org/10.17705/1jais.00001
Tan, M., Teo, T. S., & Tan, B. C. (2014). Factors influencing the adoption of internet banking. Journal of the AIS, 1(1), 1-42. https://doi.org/10.17705/1jais.00001
Tan, M., Teo, T. S., & Tan, B. C. (2014). Factors influencing the adoption of internet banking. Journal of the AIS, 1(1), 1-42. https://doi.org/10.17705/1jais.00001
van der Heijden, H. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.
Venkatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, 11(4), 342-365. https://doi.org/10.1287/isre.11.4.342.11872
Venkatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, 11(4), 342-365. https://doi.org/10.1287/isre.11.4.342.11872
Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences, 39(2), 273-315.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204. Retrieved from INFORMS (https://pubsonline.informs.org/doi/10.1287/mnsc.46.2.186.11926)
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178. Retrieved from MISQ. (https://misq.org/consumer-acceptance-and-use-of-information-technology-extending-the-unified-theory-of-acceptance-and-use-of-technology.html)
Wang, Y. S., Wu, M. C., & Wang, H. Y. (2021). Investigating the determinants and age and gender differences in the acceptance of mobile learning. British Journal of Educational Technology, 40(1), 92-118. https://doi.org/10.1111/j.1467-8535.2007.00710.x
Wang, Y. S., Wu, M. C., & Wang, H. Y. (2021). Investigating the determinants and age and gender differences in the acceptance of mobile learning. British Journal of Educational Technology, 40(1), 92-118. https://doi.org/10.1111/j.1467-8535.2007.00710.x
Zhao, Y., Ni, Q., & Zhou, R. (2018). What factors influence the mobile health service adoption? A meta-analysis and the moderating role of age. International Journal of Information Management, 43, 342-350. https://doi.org/10.1016/j.ijinfomgt.2017.08.006
Zhao, Y., Ni, Q., & Zhou, R. (2018). What factors influence the mobile health service adoption? A meta-analysis and the moderating role of age. International Journal of Information Management, 43, 342-350. https://doi.org/10.1016/j.ijinfomgt.2017.08.006.
Published
2024-10-12
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Articles
Copyright (c) 2024 Aqilla Abdurrahman Jundiy, Erlita Ridanasti
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