Shopping motivations of Paylater users

ObjectiveDespite Paylater's increasing popularity in Indonesia, no research potentially has explored the influence of Paylater users' shopping motivation on purchase intention. This topic is important to research to create a healthier shopping environment for marketers and users. This paper presents two studies addressing this gap.MethodStudy 1 explored the values of shopping motivation influencing purchase intention in Indonesia using a non-experimental method with 299 participants aged from 18 to 40 years in Indonesia. Study 2 used experimental vignette methods to strengthen the first study's results. This study involved 752 participants with the same characteristics as Study 1.ResultsThe results of Study 1 show that both utilitarian and hedonic motivations influence Paylater users' purchase intention in Indonesia, and all shopping motivation values positively influence utilitarian and hedonic motivations. In Study 2, we found that values of convenience, customisation, adventure/exploration and gratification affect the purchase intention of Paylater users in Indonesia.ConclusionThe results demonstrate both motivations influence purchase intention, but hedonic has the most significant influence, and all shopping motivation values are significant. Therefore, each value can motivate Indonesian Paylater users' intention to purchase.Key PointsWhat is known about this topic: What is already known about this topic:(1) Research regarding shopping motivations and purchase intention has been conducted in various contexts.(2) Shopping motivations are known to influence purchase intentions significantly.(3) Research on shopping motivations is done typically to help marketers promote their products better.What this topic adds:(1) This study is potentially the first to explore shopping motivations and their influence on e-commerce in Indonesia in the context of Paylater users.(2) This research adapts existing measures of shopping motivations and purchase intention to the context of Paylater's use in e-commerce.(3) This study offers new insights into the behaviour of Paylater users in Indonesia. It identifies specific values (convenience, customisation, adventure/exploration and gratification) using an experimental vignette model affecting their purchase intention, aiming to create a healthier shopping climate for marketers and users.