THE IMPACT OF BUY-NOW-PAY-LATER (BNPL) SERVICES ON SAUDI UNIVERSITY STUDENTS’ BUYING AND FINANCIAL BEHAVIORS

This study examines the impact of Buy-Now-Pay-Later (BNPL) services on the buying and financial behaviors of Saudi students at Majmaah University. The research focuses on understanding how BNPL usage influences impulse buying, purchase intention, savings, and investment decision-making. Despite the increasing adoption of BNPL services globally, research specifically targeting the Saudi university student population remains limited. This study addresses this gap by exploring the factors that drive BNPL adoption among this digitally-savvy generation, which in Saudi is also experiencing new economic conditions under the Vision 2030 initiative. Using a convenience sampling method, a closed-ended Arabic-language survey was distributed via social media platforms and email to a sample of Majmaah University students; 218 responses were obtained. The survey comprised six demographic questions and 18 items to be rated on a 5-point Likert scale to measure respondents’ attitudes and financial behaviors. The results indicate that while BNPL services have minimal impact on impulse buying, BNPL usage negatively affects students’ financial behaviors, particularly, in terms of personal savings and investments. Nonetheless, respondents expressed strong willingness to continue using such services. These insights contribute to a deeper understanding of BNPL’s role in shaping financial and purchasing behaviors among university students, highlighting the need for further research and policy considerations in this context.