When Squid Game Squid Your Life: Customer Behaviour With Buy Now Pay Later

This study is motivated by the increasing use of  Buy Now Pay Later (BNPL) services in e-commerce, which offer payment flexibility but may also trigger impulsive buying behaviour. The ease and speed of BNPL transactions, along with social and emotional influences, often encourage consumers, particularly younger users, to make unplanned purchases. The research aims to analyze the impact of Financial Literacy, Lifestyle, Perceived Ease of Use, Perceived Usefulness, and Perceived Security on Impulsive Buying, Satisfaction, and Continuance Intention using the StimulusOrganism-Response (SOR) framework. A quantitative approach was employed, and data were collected from 918 respondents across Indonesia in May 2025. However, only 699 responses were processed and analyzed, as the remaining data were excluded due to incompleteness or not meeting the research criteria. Structural Equation Modeling (SEM) was used to examine the relationships among variables. The findings indicate that Lifestyle significantly influences Impulsive Buying, while Financial Literacy does not. Perceived Ease of Use and Perceived Security positively affect Satisfaction, which in turn strongly influences Continuance Intention. These results suggest that emotional factors and lifestyle habits play a more dominant role in shaping BNPL usage compared to financial knowledge. Raising public financial awareness and encouraging more conscious digital spending are therefore essential, particularly for users who are easily drawn in by the simplicity and instant appeal of BNPL services.