Exploring the Impact of 'Buy Now, Pay Later' on E-Shopper Motivation: The Role of Consumer Demographics in Egypt and Saudi Arabia – A Comparative Study

Abstract

This study investigates the moderating role of demographic variables including age, income, marital status, and gender on the effect of Buy Now, Pay Later (BNPL) services on motivation of e-shoppers in Egypt and Saudi Arabia. With a sample of 524 respondents from both countries, data was collected through Google Forms in order to measure the influence of these factors on the use of BNPL services. The analysis of the data was carried out using a structural equation modeling which indicated that although BNPL strengthens e-shopper motivation in both regions, the model fit and effect were more visible in Saudi Arabia. Also, among age, income, and marital status that were significant predictors of e-shopper motivation, gender did not significantly affect the adoption and consequences of BNPL services. These results do not only add value to the knowledge of financial behavior in the digital marketplace, but also assist marketers and policy makers in creating tailored BNPL offerings for different consumer segments.