Abstract:

The continuous rise of emerging technologies has transformed global business environments. Buy Now Pay Later has evolved in the FinTech industry, transforming how users conduct finance and make transactions. However, despite the increasing popularity of BNPL services, key barriers to their adoption have yet to be thoroughly explored. This study aimed to explore the BNPL adoption barriers and map when these obstacles arise during the innovation decision-making process. By utilizing the Innovation Resistance Theory, the Technology-Organization-Environment framework, and the Diffusion of Innovation theory, a qualitative methodology was employed through in-depth interviews with 42 participants. Thematic analysis identified three categories of adoption barriers that include functional, psychological, and contextual barriers. The identified barriers were mapped across four sequential phases of the innovation-decision process. Findings from this study provide a deeper understanding of how and when various barriers impede BNPL adoption in the Saudi Arabian context, offering significant theoretical and practical insights.