电商平台“先用后付”服务对消费行为的影响及风险控制

The Impact of “Buy Now Pay Later” Service on Consumer Behavior and Risk Control in E-Commerce Platforms

摘要: 随着电商行业的蓬勃发展与消费信贷理念的普及，“先用后付”服务作为新型支付模式在电商平台迅速推广，为消费者提供了低风险试错的购物体验与延迟支付的灵活选择，极大地丰富了消费场景。然而，这一服务在便利消费的同时，也催生了多维度风险问题。本文通过梳理“先用后付”的概念界定与服务模式，结合消费心理学、行为经济学理论剖析其对消费行为的影响机制与具体表现，识别服务中各主体面临的风险，并从消费者自我约束、平台机制优化、监管部门执法强化三个层面，探讨风险控制与权益保障的路径，旨在为“先用后付”服务的规范发展与消费市场的健康运行提供参考。

Abstract: With the booming development of the e-commerce industry and the widespread adoption of consumer credit concepts, the “Buy Now Pay Later” (BNPL) service has rapidly gained traction as a new payment model on e-commerce platforms. It offers consumers a low-risk shopping experience with flexible deferred payment options, significantly enriching consumption scenarios. However, while this service enhances convenient spending, it also gives rise to multidimensional risks. This paper examines the conceptual definition and service model of BNPL, analyzes its impact mechanisms and specific manifestations on consumer behavior through the lenses of consumer psychology and behavioral economics. It identifies risks faced by various stakeholders in the service and explores pathways for risk control and rights protection from three dimensions: consumer self-regulation, platform mechanism optimization, and strengthened regulatory enforcement. The aim is to provide insights for the standardized development of BNPL services and the healthy operation of the consumer market.