ISSN2320-2882
Impact Factor9.17
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ESTD2013
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Paper Title
Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail
Authors
Jignesh Vaja
Keywords
No-Cost EMI, Consumer Behavior, Digital Retail, BNPL, Deferred Payment, Behavioral Economics, Dialectic of Enlightenment, India, Fintech, Online Shopping
Abstract
No-cost Equated Monthly Installment (EMI) schemes have become an integral component of India's rapidly expanding digital retail economy. By eliminating immediate financial burdens, these credit mechanisms enable consumers to access aspirational and high-value products with ease. This paper examines the influence of no-cost EMI on consumer buying behavior by analyzing secondary data from the IIM Ahmedabad report Digital Retail Channels and Consumers: The Indian Perspective (2024), based on responses from 35,869 consumers across India. Results demonstrate that EMI and Buy Now Pay Later (BNPL) options significantly enhance affordability, reduce psychological spending barriers, and stimulate discretionary purchasing, particularly among young and low-income consumers. Integrating behavioral economics, technology acceptance theories, and the philosophical critique of consumer culture by Adorno and Horkheimer's Dialectic of Enlightenment, this study highlights how digital retail systems shape consumer rationality, desire, and identity. Managerial implications for retailers, policymakers, and financial institutions are discussed.
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IJCRT — journal style
"Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail", IJCRT - International Journal of Creative Research Thoughts (www.ijcrt.org), ISSN:2320-2882, Vol.14, Issue 3, page no.f122-f126, March 2026, Available :https://ijcrt.org/papers/IJCRT2603608.pdf
APA — 7th edition
Vaja, J. (2026). Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail. International Journal of Creative Research Thoughts, 14(3), f122-f126. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603608
MLA — 9th edition
Vaja, Jignesh. "Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail." International Journal of Creative Research Thoughts, vol. 14, no. 3, 2026, pp. f122-f126, https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603608.
Chicago — 17th, bibliography
Vaja, Jignesh. "Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail." International Journal of Creative Research Thoughts 14, no. 3 (2026): f122-f126. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603608.
Harvard — author–date
Vaja, J. (2026) 'Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail', International Journal of Creative Research Thoughts, 14(3), pp. f122-f126. Available at: https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603608
IEEE — numbered reference
J. Vaja, "Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail," IJCRT, vol. 14, no. 3, pp. f122-f126, Mar. 2026.
Vancouver — biomedical
Vaja J. Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail. IJCRT. 2026 Mar;14(3):f122-f126.
AMA — 11th edition
Vaja J. Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail. IJCRT. 2026;14(3):f122-f126. Accessed at https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603608
BibTeX — Zotero, Mendeley, LaTeX
@article{IJCRT2603608,
author = {Jignesh Vaja},
title = {Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail},
journal = {International Journal of Creative Research Thoughts},
volume = {14},
number = {3},
pages = {f122-f126},
year = {2026},
month = {March},
issn = {2320-2882},
url = {https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603608}
}
RIS — EndNote, RefWorks
TY - JOUR
AU - Vaja, Jignesh
TI - Research on the Influence of No-Cost EMI Consumer Credit on Buying Behavior in Digital Retail
T2 - International Journal of Creative Research Thoughts
JA - IJCRT
VL - 14
IS - 3
PY - 2026
SN - 2320-2882
UR - https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603608
SP - f122-f126
ER -
Issue
Volume 14 Issue 3,
March-2026
Pages : f122-f126
Article Information
- Pages
- f122-f126
- Published
- March 2026
- Registration ID
- IJCRT_303408
- Published Paper ID
- IJCRT2603608
- Research Area
- Management All
- Author Type
- Indian Author
- Location
- RAJKOT, GUJARAT, India
- Peer Review
- Request Peer Review Report
- Licence
- CC BY 4.0 · Open Access
- ISSN & Impact Factor
- 2320-2882 · IF 9.17
- Downloads
- 143
- Permanent Link
- https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603608
- Published Paper PDF
- https://ijcrt.org/papers/IJCRT2603608.pdf
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