The Influence of Materialism on Compulsive Buying Among University Students Using PayLater Services
DOI:
https://doi.org/10.12928/commicast.v7i2.16885Keywords:
Adoption intention, Compulsive buying, Impulsive buying, Materialism, PayLaterAbstract
The rapid growth of Buy Now, PayLater services has transformed consumer behavior, particularly among university students who are highly engaged with digital platforms. The accessibility, payment flexibility, and convenience offered by PayLater services may encourage excessive consumption patterns, including impulsive and compulsive buying behaviors. Therefore, this study aims to examine the influence of materialism on compulsive buying by considering the mediating roles of PayLater use, impulsive buying, and continuous PayLater adoption intention among university students. A quantitative research approach was employed using a questionnaire survey administered to 256 university students who actively use PayLater services. The collected data were analyzed using PLS-SEM. The findings indicate that materialism has a positive effect on PayLater use, impulsive buying, and compulsive buying. PayLater use also significantly influences impulsive buying and continuous PayLater adoption intention. Furthermore, impulsive buying significantly affects compulsive buying behavior. However, impulsive buying does not significantly affect continuous PayLater adoption intention, and continuous PayLater adoption intention does not significantly influence compulsive buying. The mediation analysis further reveals that PayLater use and impulsive buying do not significantly mediate the relationship between materialism and compulsive buying. This study extends the literature on digital consumer behavior by offering an integrated model that explains how psychological dan behavioral factors interact in shaping compulsive buying among university students in the context of PayLater services. The findings provide theoritical insights into consumer behavior in digital finance and practical implications for PayLater service providers and policy makers in promoting mor responsible financial consumption.
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