Factors influencing the adoption of Buy Now, Pay Later services among Vietnamese consumers

Amid the digital revolution and rapid growth of e-commerce, Buy Now, Pay Later (BNPL) services have emerged as a popular trend shaping consumer behavior in Vietnam. This study investigates the key factors influencing BNPL adoption to help businesses and financial institutions better understand consumer needs and attitudes. A survey of 300 consumers in Hanoi was conducted, with data analyzed using SPSS Statistics, including reliability testing with Cronbach’s alpha and correlation analyses. Collected in 2024, the findings highlight critical factors driving BNPL usage trends among Vietnamese consumers. Based on these findings, the study offers recommendations for businesses to develop effective strategies and policies to advance BNPL services in Vietnam.