Factors affecting the decisions of Gen Z consumers in Hanoi to “buy now, pay later”
Published: July 28, 2026
Abstract
"Buy now, pay later" is a convenient payment method for consumers. This study explored the factors affecting the decisions of Gen Z consumers in Hanoi to “buy now, pay later”. The TAM and PLS-SEM models were used to analyze data collected from 260 youths. The study’s results showed that there are three factors influencing the “buy now, pay later” method, including flash sales, perceived convenience, and perceived usefulness. This study is expected to open new potential in customer engagement and clarify the legal challenges associated with this payment method.
Keywords
buy now pay laterflash salesGen ZHanoipurchase intentionTAMPLS-SEM
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