Document Type : Original Article
Authors
1
Professor, Faculty of Economics, Management and Administrative Sciences, semnan university
2
Master of Business Administration, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
3
Ph.D. students, Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University,Iran.
Abstract
Buy Now, Pay Later (BNPL) payment systems have emerged as an alternative to credit cards, effectively functioning as a form of installment buying through unsecured loans. This research aims to investigate the financial impacts and added value of implementing this service within the Digikala company. The research is applied in terms of its objective, descriptive in terms of data collection, and falls under the category of a case study. The research population includes all Digikala customers, as well as e-businesses affiliated with Digikala. The data for this research was gathered from the Digipay business intelligence and business systems, the financial branch of Digikala, which was compiled on an Oracle database platform. It was then analyzed using business, financial, and operational analytical web services connected to the database, as well as Excel software for manual and non-database information. The results indicate that the implementation of the "Buy Now, Pay Later" system has had a positive impact on Digikala's business growth. Additionally, the launch of the "Buy Now, Pay Later" service has led to an increase in new Digikala customers, and ultimately, this service has created and increased the number of loyal Digikala customers. However, this service has not led to an increase in financial sales for Digikala, which indicates the rejection of the proposed hypothesis. Data analysis showed that although this service is not considered a financially profitable service for Digikala, the company's main profit from this service is the monetary value created through attracting new customers, purchase repetition, customer return, and ultimately creating loyal customers and increasing this category of customers.
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