A Conceptual Study of Understanding the Moderating Effects of Financial Struggles on Impulsive Online Purchases with Buy Now Pay Later Services among Gen Z in Malaysia

The rapid increase in internet users, limited mobility, and physical store closures during the Covid-19 pandemic have quickly transformed Malaysia's e-commerce retail market into a major player in just a few years. In line with this, digital transformation seeks to enhance information and communication technology infrastructure, allowing people to access high-speed internet at home and on their mobile phones. This ensures a smoother browsing experience on their favourite online marketplaces anytime. Although the pandemic is now behind us, Malaysian consumers continue to make frequent online purchases especially Gen Z who has grown up in a digitally dominant world. In addition, the escalating progress of online purchasing and the emergence of innovative payment options, such as Buy Now Pay Later services have significantly impacted the purchasing behaviour of consumers, particularly among the Gen Z. However, using online payment services has several risks, such as possible negative effects from electronic payments and challenges with managing money. Thus, this conceptual paper seeks to identify the factors influencing impulsive online purchase intention with Buy Now Pay Later services by reference to the Theory of Planned Behaviour, particularly attitudes, subjective norms, and perceived behavioural control of Gen Z. Subsequently, these antecedents can be determined by a moderating effect of Gen Z’s financial struggles on impulsive online purchase intention. This study expects to develop better strategies for promoting financial management and preventing overspending among Gen Z.