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Buy-now-pay-later adoption: the interplay of approach and avoidance forces in attitude formation

Mahender Singh Yadav et al.

Journal of Services Marketing2026https://doi.org/10.1108/jsm-06-2025-0370article
AJG 2ABDC A
Weight
0.50

Abstract

Purpose The aim of this study is to assess how approach and avoidance valences affect consumers’ attitude towards buy-now-pay-later (BNPL) purchases. Design/methodology/approach The study used a survey-based design, using data from 233 users of BNPL services in the United States of America and the United Kingdom. Using fuzzy-set qualitative comparative analysis (fsQCA) and structural equation modelling, structural and configurational models were evaluated. Findings The results indicate that perceived severity has no significant influence on attitude towards BNPL purchases. However, relative advantage, observability, perceived vulnerability, algorithmic anxiety and self-efficacy have a significant influence on attitude towards BNPL purchases. Overall, the results of the fsQCA showed that attitude towards BNPL purchases is predicted by a complex combination of interactions. Originality/value To the best of the authors’ knowledge, this study is the first to use both approach and avoidance-based forces, which have not been examined previously in the BNPL literature, to validate net valence theory for examining consumers’ attitude towards BNPL purchases.

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https://doi.org/https://doi.org/10.1108/jsm-06-2025-0370

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@article{mahender2026,
  title        = {{Buy-now-pay-later adoption: the interplay of approach and avoidance forces in attitude formation}},
  author       = {Mahender Singh Yadav et al.},
  journal      = {Journal of Services Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/jsm-06-2025-0370},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.