A Bibliometric Analysis of BNPL Trends: An Empirical Investigation

Abstract

Purpose: This Study Examines the Emergence of Buy Now, Pay Later research from 2015 to 2026. It aims to highlight publication trends , key influential authors, leading countries, influential journals as well as key themes. It also highlights the theoretical foundations, research gaps and frequently studied variables.

Design/Methodology/Approach: Scopus Database was used to extract the data to employ bibliometric approach.159 research articles were selected for analysis using VOSviewer so that examination of the citation pattern, collaboration networks, keyword co-occurrence and thematic clusters can be conducted.

Findings: It was revealed through analysis that BNPL research gained pace from 2021 onwards, showing rapid technology adoption and changing consumer finance dynamics. China stands as the leading contributor in terms of citation and publication, followed by the United States , Australia and India. Influential authors such as Roland Strausz and Guoming Lai were found out as highly cited authors. Thematic mapping highlighted critical areas such as social influence, perceived risk, trust, cultural values, and regulatory concerns. The role of AI, embedded finance ,Blockchain ecosystems and cross-country comparative studies were identified as research gaps

Originality/Value: This paper provided the first elaborate bibliometric analysis of BNPL research. It also tends to help guide the policymakers, highlighting the intellectual structure of BNPL and signals about the underexplored areas that require further investigation.

Paper Type: Review of Literature