The Influence of Attitude toward Behavior, Subjective Norms, Perceived Behavioral Control on the Behavioral Intention of using PayLater Apps moderated by Financial Literacy and Hedonic Value

Abstract

Financial technology offers a variety of services that make purchasing goods easier for users than traditional methods. An interesting financial innovation is the PayLater system, which functions like a credit card. This system makes it easier for consumers to access credit with a predetermined limit. This study aims to analyze how Attitudes towards Behavior, Subjective Norms, and Perceptions of Behavioral Control affect Behavioral Intentions to use the PayLater application. This study extends the Theory Planned Behavior model by adding the variables of Financial Literacy and Hedonic Values as moderators to the research model. The results showed that each exogenous latent variable affected the behavioral intention to use the PayLater application. Financial literacy moderates the effect of Attitudes and Perceptions of Behavioral Control on Behavioral Intentions. Hedonic values moderate the influence of Subjective norms on Behavioral Intentions in using the PayLater apps.