Factors Influencing Continued Use of Buy Now Pay Later Services Among Existing Users in the Mekong Delta, Vietnam

Thanh Van Nguyen; Trung Chuyen Tran; Thi Thu Tam Nguyen; Tri Duc Nguyen; Tri Khiem Nguyen; Thi Hong Nhu Nguyen; Quoc Nam Vo

doi:10.57159/jcmm.5.4.26822

Authors

Thanh Van Nguyen Faculty of Business Administration-Marketing, Nam Can Tho University, Can Tho City, Vietnam https://orcid.org/0009-0003-7046-5161
Trung Chuyen Tran Faculty of Business Administration-Marketing, Nam Can Tho University, Can Tho City, Vietnam https://orcid.org/0009-0004-1666-3287
Thi Thu Tam Nguyen Faculty of Business Administration-Marketing, Nam Can Tho University, Can Tho City, Vietnam https://orcid.org/0009-0001-7140-4323
Tri Duc Nguyen DNC Software Development and Application Center, Nam Can Tho University, Can Tho City, Vietnam https://orcid.org/0009-0007-4595-2143
Tri Khiem Nguyen Faculty of Business Administration-Marketing, Nam Can Tho University, Can Tho City, Vietnam https://orcid.org/0009-0007-9604-2035
Thi Hong Nhu Nguyen Faculty of Business Administration-Marketing, Nam Can Tho University, Can Tho City, Vietnam https://orcid.org/0009-0000-1480-0576
Quoc Nam Vo Faculty of Business Administration-Marketing, Nam Can Tho University, Can Tho City, Vietnam https://orcid.org/0009-0008-7986-3082

DOI:

https://doi.org/10.57159/jcmm.5.4.26822

Keywords:

Buy Now Pay Later, Continued Use, Continuance Intention, Existing Users, Financial Literacy

Abstract

The rapid expansion of e-commerce and digital consumer finance has increased the use of Buy Now Pay Later (BNPL) services in Vietnam, yet liquidity constraints and the perceived usefulness of BNPL in the Mekong Delta remain little examined. Drawing on an extended TAM-TPB continuance framework, this study investigates how technological perceptions, financial capability, and contextual factors shape the continued use of BNPL services among existing users. Data were collected from 295 respondents who had previously used BNPL services and analyzed using partial least squares structural equation modeling (PLS-SEM). Perceived ease of use and perceived usefulness significantly strengthen users' attitudes toward BNPL, while financial literacy positively influences both attitude and continuance intention. Social influence and promotional programs also have significant positive effects on the intention to continue using BNPL services. Continuance intention is the strongest direct predictor of continued use behavior, and attitude and continuance intention sequentially mediate the effects of cognitive and contextual factors on continued use. The findings contribute to the BNPL literature by focusing on post-adoption behavior in an emerging market context and offer practical implications for providers seeking to promote more sustainable BNPL use. The study is limited by its cross-sectional design, its self-reported measures, and a regional sample of existing BNPL users in the Mekong Delta.

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