Abstract
Privacy concerns and trust have recently been proposed as crucial issues in consumers’ adoption of online services. Therefore, we have used an extended theory of planned behavior (TPB) to investigate how privacy concerns and trust influence consumers’ attitudes toward the Buy Now, Pay Later (BNPL). We also examined the mediated role of trust in the relationship between privacy concerns and attitude. An online survey was conducted among Indian undergraduate and postgraduate students, as BNPL is most popular among young consumers. We found that privacy concerns decrease consumers’ trust and attitude towards BNPL. Specifically, attitude, subjective norms, and perceived behavior emerged as significant predictors for consumers’ intention to use BNPL. A complementary partial mediating role of trust in the relationship between privacy concern and attitude was discovered. That implies that users apprehensive about their data’s security are less likely to trust that the provider will safeguard their information. However, by increasing trust, users’ privacy concerns can be reduced in BNPL services.
Published Version
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