Mapping the Knowledge Structure of Buy Now, Pay Later Research: A Bibliometric Science Mapping Review and Focused Behavioral Synthesis

This study maps the intellectual structure and thematic evolution of buy now, pay later (BNPL) research published between 2010 and 2025, with particular attention to how impulsive buying and post-purchase regret are positioned within the broader BNPL knowledge domain. Drawing on an integrated bibliometric science mapping and focused behavioral synthesis approach, the study first mapped a broad Scopus dataset of BNPL-related digital consumer credit and deferred payment research published between 2010 and 2025. This dataset was used for performance analysis and VOSviewer-based science mapping. A second, narrower PRISMA-guided screening process was then applied to identify empirical studies that directly examined BNPL-related behavioral and psychological outcomes, resulting in 13 studies retained for focused qualitative synthesis. The bibliometric findings show that BNPL scholarship expanded sharply after 2020, with research concentrated in marketing, consumer behavior, fintech, and digital commerce outlets. The science mapping results reveal a fragmented field structured around digital finance adoption, impulsive consumption, consumer vulnerability, and emerging ethical and regulatory concerns. The systematic synthesis further indicates that BNPL-related mechanisms, including installment framing, urgency cues, perceived affordability, and reduced payment salience, are consistently associated with impulsive buying tendencies. However, post-purchase regret remains underexamined and is rarely modeled as a distinct emotional outcome. By integrating bibliometric evidence with behavioral synthesis, this study clarifies how BNPL research has developed, where conceptual fragmentation remains, and why future studies should connect digital payment design, cognitive distortions, impulsive purchasing, and post-purchase emotional consequences within more comprehensive theoretical models. The study contributes by offering a structured research agenda for advancing responsible BNPL scholarship, consumer protection, and future digital finance research.