The Influence of Promotional Activities towards Impulsive Buying Behaviour through the BNPL Services: A Conceptual Paper

Abstract

The evolution of e-commerce has significantly transformed consumer transactions for goods and services. Starting from the early stages of the internet, e-commerce has developed into a complex ecosystem. This progression has been marked by transformative shifts, particularly in payment methodologies. Initially based on conventional cash systems, the focus has shifted towards sophisticated digital and mobile payment frameworks. These changes have greatly influenced consumer behavior, especially regarding purchasing decisions. While the growing variety of payment options has enhanced convenience and accessibility, it has also led to challenges, such as the tendency for uncontrollable spending patterns among consumers. Thus, this study examines the impact of promotional activities on impulsive buying behavior, with a particular focus on the moderating role of Buy Now Pay Later (BNPL) schemes.