Assuming that they are a reputable company, and obeying the lending laws of whatever country you are in, I'd say it's no more risky than getting a bank loan and buying a camera. Being able to afford the payments each month is obviously an issue, but that has nothing to do with who lent you the money.
If you're intending to rent the camera to others, then you should thoroughly research your market to make sure there is enough demand for you to be able to recoup your investment in 18 months or so. Any longer than that, and your camera will likely be obsolete and be harder to rent out. If you're purchasing just for personal use, then only you can know if you can afford the repayments.