Det är Lugnt, vi tar det Klarna! : A Qualitative Study of Gen Z’s Purchase Intentions for Fashion Using BNPL in an online and in-store context.

Sammanfattning: Abstract  Background: The evolution of technology has transformed the way we shop, with BNPL services like Klarna and Qliro gaining popularity among consumers. This form of short-term financing offers flexibility by allowing customers to either pay later or divide their costs into interest-free installments. While BNPL is initially associated with online shopping, BNPL has expanded to physical stores, enabling customers to choose from even more payment options. The fashion industry has especially benefited from the evolving BNPL, as it facilitates easier exploration of new styles and product comparison from the comfort of one’s home. Furthermore, BNPL users are more likely to make purchases, spend more, and exhibit higher customer loyalty.  Purpose: The purpose of this study is to explore the factors affecting the intention to use BNPL technology and how they differ in an online and in-store context.  Method: For the researchers to accomplish the purpose of this study, a qualitative research strategy was applied. The empirical data was obtained through semi-structured interviews held with Gen Z participants residing in Jönköping, who had previous experience using BNPL either in-store, online, or both. The data was later analyzed and interpreted using an abductive approach, using thematic analysis.   Conclusion: The research findings indicate that multiple factors influence purchase intention when using BNPL in both online and in-store contexts. A theoretical model, previous research, and empirical findings was incorporated for the study’s revised research framework including perceived usefulness, perceived ease of use, perceived risk, trust and security pain of payment and attitudes. For the online context, gen Z perceived all factors included in the revised research framework were found to have a noteworthy influence on purchase intentions using BNPL in the fashion industry. Moreover, the study identified both differences and similarities between the online and in-store context. For the in-store context, five out of the six factors in the revised research framework were perceived to be important for gen Z when purchasing fashion. Further the study suggests that there may be relational patterns between the factors, however the study did not examine relationships or degrees of associations between the factors, leaving room for future investigation.