소비성향과 충동구매성향이 후불결제 서비스의 지속 이용 의도에 미치는 영향

Buy now, pay later (BNPL) services have rapidly expanded in financial and retail markets, establishing themselves as one of the key payment methods that enhance consumer convenience and accessibility. With lower entry barriers compared to credit cards and a streamlined registration process, BNPL services offer consumers an efficient and flexible payment experience. This study empirically examined the impact of consumer behaviors and impulsive buying tendencies on the continued intention to use BNPL services. This study focused on users aged 20~40 who have used BNPL services to purchase clothing. A total of 360 valid responses were collected for the analysis. Data analysis was conducted using SPSS 25.0 and Amos 23.0, employing frequency analysis, descriptive statistical analysis, confirmatory factor analysis, correlation analysis, structural equation modeling (SEM), and mediation analysis. The key findings of this study are as follows: Rational and conspicuous consumption tendencies negatively influenced attitudes toward BNPL services, whereas independent, hedonic, and impulsive buying consumption tendencies positively affected attitudes toward BNPL services. Consumer attitude toward BNPL services significantly influenced their intentions to continue using BNPL services. Consumer attitude toward BNPL services had a mediating role in the relationship between consumption propensity and continued intention to use BNPL services. The findings of this study contribute to a deeper understanding of the relationship between consumption propensity and the continued intention to use BNPL services. This study provides valuable insights for academia and industry by highlighting consumer behavior patterns and their implications for service providers and policymakers.