Project Details
Description
The "One Click Shopping" research project focuses on the analysis of the antecedent variables that influence the impulse buying trend and the intention to use the "Buy Now Pay Later" (BNPL) payment method. This study is framed in the context of technological innovation and disruption in the financial sector, particularly in Fintech, and its impact on digital payment methods. BNPL has established itself as a short-term financing alternative, especially popular among the younger generation and in less favored geographic areas.
The financial crisis of 2007-2009 and the COVID-19 pandemic accelerated the development and adoption of innovative financial technologies, such as BNPL. These platforms allow consumers to defer interest-free payments, promoting impulse buying and facilitating access to products without the need for traditional credit cards. However, the lack of regulation and the potential for over-indebtedness represent significant risks that this project aims to explore.
The main objective is to examine the impact of financial education, knowledge about BNPL, social influence, and hedonistic motivation on impulse buying tendencies.
The project is based on a predictive model that integrates the Stimulus-Organism-Response-Consequence (SORC) model to analyze the relationships between several variables. This approach will identify how financial and payment method knowledge and social and hedonistic factors influence impulse buying behavior and the use of BNPL.
Data analysis will be performed using partial least squares (PLS-SEM) and qualitative comparative analysis (QCA) techniques. These methodologies will allow for assessing the reliability and validity of the constructs, as well as the relationships within the proposed theoretical model.
The results of this research are expected to contribute significantly to the existing knowledge of online consumer behavior and innovative payment methods. In addition, they will provide a solid basis for the formulation of public policies and commercial strategies that promote more conscious and responsible consumption.
This project has the potential to provide an in-depth understanding of the dynamics driving impulse buying and the use of BNPL, highlighting the importance of financial education and appropriate regulation to mitigate associated risks. The research will not only enrich the academic literature but will also have practical implications for consumers, businesses, and regulators in the field of e-commerce and digital financial services.
The financial crisis of 2007-2009 and the COVID-19 pandemic accelerated the development and adoption of innovative financial technologies, such as BNPL. These platforms allow consumers to defer interest-free payments, promoting impulse buying and facilitating access to products without the need for traditional credit cards. However, the lack of regulation and the potential for over-indebtedness represent significant risks that this project aims to explore.
The main objective is to examine the impact of financial education, knowledge about BNPL, social influence, and hedonistic motivation on impulse buying tendencies.
The project is based on a predictive model that integrates the Stimulus-Organism-Response-Consequence (SORC) model to analyze the relationships between several variables. This approach will identify how financial and payment method knowledge and social and hedonistic factors influence impulse buying behavior and the use of BNPL.
Data analysis will be performed using partial least squares (PLS-SEM) and qualitative comparative analysis (QCA) techniques. These methodologies will allow for assessing the reliability and validity of the constructs, as well as the relationships within the proposed theoretical model.
The results of this research are expected to contribute significantly to the existing knowledge of online consumer behavior and innovative payment methods. In addition, they will provide a solid basis for the formulation of public policies and commercial strategies that promote more conscious and responsible consumption.
This project has the potential to provide an in-depth understanding of the dynamics driving impulse buying and the use of BNPL, highlighting the importance of financial education and appropriate regulation to mitigate associated risks. The research will not only enrich the academic literature but will also have practical implications for consumers, businesses, and regulators in the field of e-commerce and digital financial services.
Research Lines
Emprendimiento e Innovación
Entorno y Gestión de Negocios
Entorno y Gestión de Negocios
| Status | Active |
|---|---|
| Effective start/end date | 1/01/25 → 31/12/26 |
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