Abstract
The factors affecting BNPL service adoption are identified through analysis of variables such as customer behavior (CB), risk intolerance behavior (RIB), financial risk (FR), and social media by CB cross-interaction. This paper uses a quantitative approach, with 231 samples collected from BNPL users. In the analysis, WrapPLS will be used to examine variable interactions. The results show that FR is the strongest factor affecting BNPL adoption, with a strong and significant influence on the adoption process. CB and its cross-interaction with SM had a moderate impact. In contrast, RIB and its cross-interaction with specific social media usage showed no relationship with BNPL adoption. Therefore, these results have practical applications for marketing and consumers’ financial decisions regarding BNPL services, among others. The current study provides a framework for further research on the same topic.