Understanding young consumers’ attitude formation for new-age fintech credit products: an SOR framework perspective

The emergence of fintech companies has revolutionized the credit ecosystem by providing flexible credit products with lower interest rates and convenient repayment options. These companies have introduced fintech credit products (FCP) that target young consumers, including the popular Buy Now Pay Later (BNPL). Despite the increasing popularity of FCP, there is a dearth of research on understanding consumers’ attitudes toward using them. Thus, this study aims to fill the literature gap by examining the attitude formation of young consumers toward FCP in the context of BNPL. Using a stimulus-organism-response framework and SmartPLS, the study assessed the stimulus (affordability, flexibility, and structural assurance) and organism (perceived usefulness and trust) factors that affect attitude formation toward FCP among young consumers. The result shows that affordability, flexibility, structural assurance, and perceived usefulness help form consumers’ attitudes toward FCP. The findings of this study can contribute to understanding young consumers’ preferences and expectations toward FCP and inform fintech companies in designing and marketing FCP that meet consumer needs.