Role of Privacy Concerns and Trust in Consumers’ Intention to Use Buy-Now, Pay-Later (BNPL): An Extended TPB Model

AbstractPrivacy concerns and trust have recently been proposed as crucial issues in consumers' adoption of online services. Therefore, we have used an extended theory of planned behavior (TPB) to investigate how privacy concerns and trust influence consumers' attitudes toward the Buy Now, Pay Later (BNPL). We also examined the mediated role of trust in the relationship between privacy concerns and attitude. An online survey was conducted among Indian undergraduate and postgraduate students, as BNPL is most popular among young consumers. We found that privacy concerns decrease consumers' trust and attitude towards BNPL. Specifically, attitude, subjective norms, and perceived behavior emerged as significant predictors for consumers' intention to use BNPL. A complementary partial mediating role of trust in the relationship between privacy concern and attitude was discovered. That implies that users apprehensive about their data's security are less likely to trust that the provider will safeguard their information. However, by increasing trust, users' privacy concerns can be reduced in BNPL services.Keywords: BNPLprivacy concerntrustattitudesocial normsintention to useyoung consumer Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsVijay Amrit RajVijay Amrit Raj, Assistant Professor, Area of Marketing, University of Lucknow, India. His research interests include Consumer Behaviour, Organic Food, BNPL, and Technology Adoption. His research has been published in journals including the International Journal of Bank Marketing, Social Responsibility Journal, and Journal of Quality Assurance in Hospitality & Tourism.Sahil Singh JasrotiaSahil Singh Jasrotia, Assistant Professor, Area of Marketing, International Management Institute, Kolkata, India. His research interests include Consumer Behaviour, Organic Food, Human-Computer Interaction, Sustainability, and Ethics. He has published in journals including the International Journal of Bank Marketing, International Journal of Retail & Distribution Management, and Social Responsibility Journal.Siddharth Shankar RaiSiddharth Shankar Rai, Assistant Professor, Trade and Logistics, Indian Institute of Foreign Trade Kakinada Campus. He has around 10 years of experience in teaching, training and research. The key areas in which he has worked include operations and supply chain management, logistics management, sustainability, supply chain resilience and international logistics.