Do hedonic browsing, mood regulation and smartphone addiction influence Gen Z’s behavioral intention toward continuous usage of BNPL credit schemes?

Purpose Drawing on the stimulus-organism-response (S-O-R) framework, this study examines the influence of Generation Z (Gen Z) stimulus (hedonic browsing) and organism (mood regulation and smartphone addiction) on their online impulsive buying (OIB) and behavioral intention (BI) toward the continuous usage of buy-now-pay-later (BNPL) credit schemes as a response. Design/methodology/approach Using a convenience sampling technique, the data was collected from Gen Z, who use BNPL credit schemes to buy goods online. The research hypotheses were analyzed using partial least squares structural equation modeling (PLS-SEM) employing SmartPLS. Findings The results show that Gen Z’s OIB is most significantly determined by smartphone addiction, followed by hedonic browsing and mood regulation. Notably, the results reveal that Gen Z’s BI toward the continuous usage of BNPL credit schemes is most significantly influenced by their OIB compared to hedonic browsing. Also, hedonic browsing and mood regulation positively and significantly determine smartphone addiction among Gen Z. Results also show that hedonic browsing favorably and significantly regulates Gen Z’s mood. Results show that the relationship between hedonic browsing and Gen Z’s BI toward the continuous usage of BNPL credit schemes is serially mediated by mood regulation, smartphone addiction and OIB. Originality/value This study is pioneering and examines the OIB of Gen Z and their BI toward the continuous usage of BNPL credit schemes based on hedonic browsing, mood regulation and smartphone addiction using the S-O-R framework. Also, based on the results, this study offers significant theoretical contributions and essential practical implications for online retailers and BNPL service providers.