Symposia & Conferences

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The Impact of Buy Now Pay Later (BNPL) Payment Methods on Impulsive Buying Behavior: The Moderating Role of Financial Literacy in the Context of E-Commerce Platforms in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Abeysundara, R. H. J. D.; Udovita, P. V. M. V. D.
With the rapid adoption of Buy Now Pay Later (BNPL) payment methods in Sri Lanka’s e-commerce sector, this study examines their impact on impulsive buying behavior, focusing on the moderating role of financial literacy. While BNPL services provide financial flexibility and convenience, they also encourage impulsive spending by lowering perceived financial barriers. However, the extent to which financial literacy mitigates these tendencies remains underexplored, particularly in emerging economies. Grounded in the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), this study investigates the behavioral drivers behind BNPL adoption and impulsive buying tendencies. It also considers Sri Lanka’s unique socio-economic and cultural factors that influence consumer behavior. The findings provide insights for policymakers, e-commerce platforms, and financial institutions to promote responsible BNPL usage and financial education initiatives. This study adopts a deductive approach and an explanatory research design, drawing from TPB and TAM frameworks. Data were collected through a structured questionnaire administered to 385 respondents who had used BNPL services for online purchases within the past six months. Convenience sampling was used, and statistical analyses—including correlation and regression—were conducted using SPSS. Descriptive statistics, reliability analysis, and multiple regression techniques were employed to examine the relationships between BNPL usage, impulsive buying behavior, and financial literacy. The results confirm a significant positive relationship between BNPL payment methods and impulsive buying behavior. Consumers who frequently use BNPL services exhibit higher impulsive buying tendencies due to reduced perceived financial barriers, immediate gratification, and ease of deferred payments. Promotional offers, seamless checkout experiences, and psychological perceptions of affordability further drive this behavior. However, financial literacy moderates this relationship, with financially literate consumers demonstrating better control over their purchases and a heightened awareness of the long-term financial implications of BNPL usage. While financial literacy does not entirely eliminate impulsive buying tendencies, it significantly reduces their frequency and intensity. The study also highlights Sri Lanka-specific socio-economic factors, such as limited credit card penetration, varying levels of financial education, and cultural attitudes toward debt, which shape consumer behavior differently from developed markets. The study is subject to several limitations. The reliance on convenience sampling may introduce bias and limit the generalizability of findings. Additionally, the cross-sectional design prevents tracking long-term behavioral changes. Self-reported data may lead to response bias, as participants could overstate or understate their financial behaviors. Moreover, the study does not consider external macroeconomic factors, such as inflation, interest rates, or financial regulations, which could impact BNPL adoption and impulsive buying behavior. Theoretically, this study contributes to the BNPL and consumer behavior literature by integrating financial literacy as a moderating factor. Practically, the findings provide actionable insights for policymakers, e-commerce platforms, and financial institutions. To mitigate impulsive buying behavior, financial education initiatives should be integrated into digital financial services. BNPL providers should ensure transparent marketing strategies, helping consumers make informed purchasing decisions. Businesses can develop targeted consumer protection policies to encourage responsible BNPL usage while maintaining a balance between consumer spending and financial well-being. Future studies should employ probability sampling with a larger, more diverse sample to enhance generalizability. Additionally, longitudinal research would provide insights into how regulatory changes, technological advancements, and evolving consumer preferences influence BNPL adoption and impulsive buying trends over time. Exploring cross-cultural variations in BNPL usage could further enrich the understanding of its impact on consumer behavior globally.
Impact of Hedonic Shopping Motivation on Impulse Buying Behavior of Personal and Beauty Care Industry in Sri Lanka: With the Mediating Effect of Consumer Trust
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Pradeep, K. M. T. D.; Weerasiri, R. A. S.
This study examines the interplay between hedonic shopping motivations and impulse buying behavior in Sri Lanka's personal and beauty care industry, emphasizing the mediating role of consumer trust. Hedonic motivations, which include adventure, gratification, idea, role, social, and value shopping, serve as psychological drivers that influence unplanned purchase decisions. Consumer trust mitigates perceived risks, enhancing the likelihood of impulsive purchases. By targeting Gen Z consumers, a demographic characterized by significant In-Store shopping and preference for online shopping, this research provides a localized understanding of impulse buying behaviour. The study adopts a quantitative approach, employing a cross-sectional survey design to collect data from 385 Gen Z respondents who actively shop for personal and beauty care products both online and in-store. Hypothesis testing was conducted through descriptive, correlation and regression analyses. The findings confirm that hedonic shopping motivations strongly predict impulse buying, with consumer trust acting as a significant mediator. Notably, adventure shopping and gratification shopping were identified as the most influential dimensions of hedonic motivation. The results contribute to the theoretical understanding of consumer behavior by validating the Stimulus-Organism-Response (S-O-R) model within the Sri Lankan context. The practical implications of this study are substantial for marketers, particularly in designing promotional strategies that align with the pleasure-seeking tendencies of Gen Z consumers. For instance, creating visually appealing advertisements, offering limited-time discounts, and utilizing social media influencers can effectively trigger impulse buying. Additionally, fostering consumer trust through transparent communication, reliable product quality, and secure online shopping platforms is critical for converting impulsive intentions into actual purchases. This research addresses an empirical gap in the literature by focusing on the underexplored Sri Lankan personal and beauty care market. While global studies have extensively analyzed Gen Z's shopping behaviors, few have contextualized these findings within the unique cultural, economic, and technological landscape of Sri Lanka. The insights gained underscore the importance of understanding localized consumer dynamics to develop tailored marketing strategies. Despite its contributions, the study is limited in scope. It focuses exclusively on Gen Z consumers and the personal and beauty care sector, restricting the generalizability of the findings to other demographics and industries. Additionally, the reliance on self-reported data introduces the potential for response biases. Future research should explore other consumer segments, expand the scope to include diverse industries, and adopt longitudinal designs to track changes in impulse buying behaviour over time. The study provides actionable insights for businesses aiming to capitalize on the rising trend of impulse buying in Sri Lanka. By leveraging the emotional and experiential aspects of shopping, marketers can drive consumer engagement and loyalty. Furthermore, understanding the role of trust in shaping buying behaviours offers a strategic advantage in building long-term customer relationships.

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