Brand Building in the Pay-Later Era: A Study on Trust Construction and Consumer Psychological Contracts

Lieshen Hu, Ruihan Yin

2025

Abstract

The "Pay-Later" model is an emerging consumption method that allows consumers to experience products before completing payment through installment plans, credit services, or deferred payment options. According to the latest data from the National Bureau of Statistics, China's online retail sales reached ¥15. 5225 trillion in 2024, underscoring the integral role of e-commerce in modern life. With the widespread adoption of digital payments and fintech, the Pay-Later model has rapidly gained popularity, particularly among younger demographics. And this payment model is a product of the digital era, driven by two key factors identified in literature: first, the expansion of internet-enabled markets has generated demand among a massive user base; second, big data analytics has positioned Pay-Later as a strategic marketing tool, offering consumers diversified payment choices. The authors apply methods, including Survey Methodology, Data Collection and Analysis of preferences for the BNPL model, to this research. Through all those methods, the authors conclude that BNPL model has an essential effect on trust construction and consumer psychological contracts.

Paper Citation

in Harvard Style

Hu L. and Yin R. (2025). Brand Building in the Pay-Later Era: A Study on Trust Construction and Consumer Psychological Contracts. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 408-416. DOI: 10.5220/0013846000004719

in Bibtex Style

@conference{iceml25,
author={Lieshen Hu and Ruihan Yin},
title={Brand Building in the Pay-Later Era: A Study on Trust Construction and Consumer Psychological Contracts},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={408-416},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013846000004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Brand Building in the Pay-Later Era: A Study on Trust Construction and Consumer Psychological Contracts
SN - 978-989-758-775-7
AU - Hu L.
AU - Yin R.
PY - 2025
SP - 408
EP - 416
DO - 10.5220/0013846000004719
PB - SciTePress