Understanding continued BNPL usage behavior in e-commerce: extended UTAUT2 with usage intention mediation

https://doi.org/10.35912/ijamis.v3i1.3254
Published: Jul 31, 2025

Abstract:

Purpose: This study aims to utilize an enhanced UTAUT2 model to examine the determinants influencing Indonesian customers' intentions and behaviors regarding the continued use of BNPL e-commerce services.

Research/methodology: A quantitative cross-sectional survey was conducted with 450 users of BNPL services Indonesian e-commerce platforms, and the data were analyzed using structural equation modeling to assess direct and indirect relationships.

Results: Performance expectancy, effort expectancy, trust, and habit significantly influenced continued usage, whereas perceived benefits and risks showed no significant impact among experienced digital users.

Conclusions: Performance Expectancy, Effort Expectancy, and Trust are important drivers of the continued use of Buy Now Pay Later (BNPL) e-commerce services among Indonesian users, according to this study, which also shows that habit is the most important predictor of actual usage behavior.

Limitations: The geographic breadth is limited to Indonesia, with possible selection bias toward current users, the sample focus on younger demographics impacts generalizability, and the cross-sectional methodology restricts causal inference.

Contribution: This study contributes to fintech adoption theory by demonstrating the theoretical redundancy of traditional risk-benefit constructs in mature digital user contexts and emphasizing habit formation over initial adoption factors.

Keywords:
1. BNPL
2. Continued Usage Behavior
3. Continued Usage Intention
4. E-Commerce
5. UTAUT2
Authors:
1 . Indrajati Wahyuningtyastuti
Telkom University, Jawa Barat, Indonesia
https://orcid.org/0000-0001-5080-5032
2 . Maya Ariyanti
Telkom University, Jawa Barat, Indonesia
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How to Cite
Wahyuningtyastuti, I., & Ariyanti, M. (2025). Understanding continued BNPL usage behavior in e-commerce: extended UTAUT2 with usage intention mediation. International Journal of Accounting and Management Information Systems, 3(1), 49–69. https://doi.org/10.35912/ijamis.v3i1.3254
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Issue & Section
Vol. 3 No. 1 (2025): February
Articles
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References

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    Aprilia, Z. (2024). OJK Terima 160 Pengaduan SPaylater, Paling Banyak Soal Ini. Retrieved from https://www.cnbcindonesia.com/market/20240807144307-17-561153/ojk-terima-160-pengaduan-spaylater-paling-banyak-soal-ini

    Bangsa, R. P. (2024). Korban Pencurian Data SPaylater Mengeluh, Bertahun-Tahun Shopee Tidak Selesaikan Masalahnya. Retrieved from https://www.gatra.com/news-590916-ekonomi-korban-pencurian-data-spaylater-mengeluh-bertahun-tahun-shopee-tidak-selesaikan-masalahnya.html

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    de Blanes Sebastián, M. G., Antonovica, A., & Guede, J. R. S. (2023). What Are The Leading Factors For Using Spanish Peer-To-Peer Mobile Payment Platform Bizum? The Applied Analysis of the UTAUT2 Model. Technological Forecasting and Social Change, 187, 122235. doi:https://doi.org/10.1016/j.techfore.2022.122235

    Farzin, M., Sadeghi, M., Yahyayi Kharkeshi, F., Ruholahpur, H., & Fattahi, M. (2021). Extending UTAUT2 in M-Banking Adoption and Actual Use Behavior: Does WOM Communication Matter? Asian Journal of Economics and Banking, 5(2), 136-157. doi:https://doi.org/10.1108/ajeb-10-2020-0085

    Ferreira Barbosa, H., Garcia-Fernandez, J., Pedragosa, V., & Cepeda-Carrion, G. (2022). The use of fitness centre apps and its relation to customer satisfaction: a UTAUT2 perspective. International Journal of Sports Marketing and Sponsorship, 23(5), 966-985. doi:https://doi.org/10.1108/IJSMS-01-2021-0010

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    Namahoot, K. S., & Jantasri, V. (2023). Integration of UTAUT Model in Thailand Cashless Payment System Adoption: The Mediating Role of Perceived Risk and Trust. Journal of Science and Technology Policy Management, 14(4), 634-658. doi:https://doi.org/10.1108/JSTPM-07-2020-0102

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    OJK. (2025). OJK Terbitkan Peraturan Pemeringkat Kredit Alternatif. Retrieved from https://ojk.go.id/id/berita-dan-kegiatan/siaran-pers/Documents/Pages/OJK-Terbitkan-Peraturan-Pemeringkat-Kredit-Alternatif/SP%20OJK%20Terbitkan%20Peraturan%20Pemeringkat-Kredit-Alternatif.pdf

    Penney, E. K., Agyei, J., Boadi, E. K., Abrokwah, E., & Ofori-Boafo, R. (2021). Understanding Factors that Influence Consumer Intention to Use Mobile Money Services: An Application of UTAUT2 with Perceived Risk and Trust. Sage Open, 11(3), 21582440211023188. doi:https://doi.org/10.1177/21582440211023188

    Raj, V. A., Jasrotia, S. S., & Rai, S. S. (2024). Role of Perceived Risks and Perceived Benefits on Consumers Behavioural Intention to Use Buy-Now, Pay-Later (BNPL) Services. Journal of Facilities Management, 23(2), 330-351. doi:https://doi.org/10.1108/JFM-01-2023-0004

    Rogers, E. M. (1962). Diffusion of Innovations. New York: Free Press of Glencoe.

    Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan?Keahlian. Jakarta: Salemba Empat.

    Shuhaiber, A., Al-Omoush, K. S., & Alsmadi, A. A. (2025). Investigating Trust and Perceived Value in Cryptocurrencies: Do Optimism, FinTech Literacy And Perceived Financial and Security Risks Matter? Kybernetes, 54(1), 330-357. doi:https://doi.org/10.1108/K-03-2023-0435

    Sukandi, V., & Ariyanti, M. (2022). Analysis Acceptance and Use of CeLOE Learning Management System (LMS) Telkom University Using Unified Theory of Acceptance and Use of Technology (UTAUT) and Delone-McLean Model Contemporary research on management and business (pp. 252-255): CRC Press.

    Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS quarterly, 425-478. doi:https://doi.org/10.2307/30036540

    Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS quarterly, 157-178. doi:https://doi.org/10.2307/41410412

  1. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:https://doi.org/10.1016/0749-5978(91)90020-T
  2. Aprilia, Z. (2024). OJK Terima 160 Pengaduan SPaylater, Paling Banyak Soal Ini. Retrieved from https://www.cnbcindonesia.com/market/20240807144307-17-561153/ojk-terima-160-pengaduan-spaylater-paling-banyak-soal-ini
  3. Bangsa, R. P. (2024). Korban Pencurian Data SPaylater Mengeluh, Bertahun-Tahun Shopee Tidak Selesaikan Masalahnya. Retrieved from https://www.gatra.com/news-590916-ekonomi-korban-pencurian-data-spaylater-mengeluh-bertahun-tahun-shopee-tidak-selesaikan-masalahnya.html
  4. Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS quarterly, 13(3), 319-340. doi:https://doi.org/10.2307/249008
  5. de Blanes Sebastián, M. G., Antonovica, A., & Guede, J. R. S. (2023). What Are The Leading Factors For Using Spanish Peer-To-Peer Mobile Payment Platform Bizum? The Applied Analysis of the UTAUT2 Model. Technological Forecasting and Social Change, 187, 122235. doi:https://doi.org/10.1016/j.techfore.2022.122235
  6. Farzin, M., Sadeghi, M., Yahyayi Kharkeshi, F., Ruholahpur, H., & Fattahi, M. (2021). Extending UTAUT2 in M-Banking Adoption and Actual Use Behavior: Does WOM Communication Matter? Asian Journal of Economics and Banking, 5(2), 136-157. doi:https://doi.org/10.1108/ajeb-10-2020-0085
  7. Ferreira Barbosa, H., Garcia-Fernandez, J., Pedragosa, V., & Cepeda-Carrion, G. (2022). The use of fitness centre apps and its relation to customer satisfaction: a UTAUT2 perspective. International Journal of Sports Marketing and Sponsorship, 23(5), 966-985. doi:https://doi.org/10.1108/IJSMS-01-2021-0010
  8. Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS?SEM)
  9. Hermanto, M. R., Prasetio, A., & Ariyanti, M. (2023). The Effect of User Readiness Acceptance of Sijagger V2 Using Technology Readiness Acceptance Model (Tram)(CASE Research: KPPBC TMP A Tangerang). International Journal of Science, Technology & Management, 4(5), 1269-1287. doi:https://doi.org/10.46729/ijstm.v4i5.925
  10. Ibrahim, M. (2023). Waduh! Akun Shopee Dibobol, Transaksi SPaylater Bocor Rp16,7 Juta. Retrieved from https://infobanknews.com/waduh-akun-shopee-dibobol-transaksi-spaylater-bocor-rp167-juta/
  11. Indrawati, I., Khairunnisa, R., & Muthaiyah, S. (2021). Understanding Factors Influencing Continuance Intention of Users Toward Community-Based Traffic and Navigation Application In Indonesia. Turkish Journal of Computer and Mathematics Education, 12(12), 3464-3476. doi:https://doi.org/10.17762/turcomat.v12i12.8071
  12. Kilani, A. A.-H. Z., Kakeesh, D. F., Al-Weshah, G. A., & Al-Debei, M. M. (2023). Consumer Post-Adoption of E-Wallet: An Extended UTAUT2 Perspective With Trust. Journal of Open Innovation: Technology, Market, and Complexity, 9(3), 100113. doi:https://doi.org/10.1016/j.joitmc.2023.100113
  13. Kredivo. (2024). Laporan Perilaku Pengguna Paylater Indonesia 2024. Retrieved from https://kredivocorp.com/wp-content/uploads/2024/06/Laporan-Perilaku-Pengguna-Paylater-Indonesia-2024-Kredivo.pdf
  14. McAllister, D. J. (1995). Affect-and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations. Academy of Management journal, 38(1), 24-59. doi:https://doi.org/10.5465/256727
  15. Mohd Thas Thaker, H., Mohd Thas Thaker, M. A., Khaliq, A., Allah Pitchay, A., & Iqbal Hussain, H. (2022). Behavioural Intention and Adoption of Internet Banking Among Clients’ of Islamic Banks in Malaysia: An Analysis Using UTAUT2. Journal of Islamic Marketing, 13(5), 1171-1197. doi:https://doi.org/10.1108/JIMA-11-2019-0228
  16. Muhamad, N. (2023). 8 Layanan Paylater Terpopuler di Indonesia, Shopee Paylater Juara. Retrieved from https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/1c97d81669f0cb7/8-layanan-paylater-terpopuler-di-indonesia-shopee-paylater-juara
  17. Namahoot, K. S., & Jantasri, V. (2023). Integration of UTAUT Model in Thailand Cashless Payment System Adoption: The Mediating Role of Perceived Risk and Trust. Journal of Science and Technology Policy Management, 14(4), 634-658. doi:https://doi.org/10.1108/JSTPM-07-2020-0102
  18. OJK. (2024). Sektor Jasa Keuangan yang Resilient untuk Mendukung Pertumbuhan Ekonomi Nasional. Retrieved from https://ojk.go.id/id/berita-dan-kegiatan/siaran-pers/Pages/RDKB-November-2024.aspx
  19. OJK. (2025). OJK Terbitkan Peraturan Pemeringkat Kredit Alternatif. Retrieved from https://ojk.go.id/id/berita-dan-kegiatan/siaran-pers/Documents/Pages/OJK-Terbitkan-Peraturan-Pemeringkat-Kredit-Alternatif/SP%20OJK%20Terbitkan%20Peraturan%20Pemeringkat-Kredit-Alternatif.pdf
  20. Penney, E. K., Agyei, J., Boadi, E. K., Abrokwah, E., & Ofori-Boafo, R. (2021). Understanding Factors that Influence Consumer Intention to Use Mobile Money Services: An Application of UTAUT2 with Perceived Risk and Trust. Sage Open, 11(3), 21582440211023188. doi:https://doi.org/10.1177/21582440211023188
  21. Raj, V. A., Jasrotia, S. S., & Rai, S. S. (2024). Role of Perceived Risks and Perceived Benefits on Consumers Behavioural Intention to Use Buy-Now, Pay-Later (BNPL) Services. Journal of Facilities Management, 23(2), 330-351. doi:https://doi.org/10.1108/JFM-01-2023-0004
  22. Rogers, E. M. (1962). Diffusion of Innovations. New York: Free Press of Glencoe.
  23. Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan?Keahlian. Jakarta: Salemba Empat.
  24. Shuhaiber, A., Al-Omoush, K. S., & Alsmadi, A. A. (2025). Investigating Trust and Perceived Value in Cryptocurrencies: Do Optimism, FinTech Literacy And Perceived Financial and Security Risks Matter? Kybernetes, 54(1), 330-357. doi:https://doi.org/10.1108/K-03-2023-0435
  25. Sukandi, V., & Ariyanti, M. (2022). Analysis Acceptance and Use of CeLOE Learning Management System (LMS) Telkom University Using Unified Theory of Acceptance and Use of Technology (UTAUT) and Delone-McLean Model Contemporary research on management and business (pp. 252-255): CRC Press.
  26. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS quarterly, 425-478. doi:https://doi.org/10.2307/30036540
  27. Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS quarterly, 157-178. doi:https://doi.org/10.2307/41410412