Shopee Affiliate Income, Impulsive Buying, and Household Accounting: The Moderating Role of Financial Behavior
DOI:
https://doi.org/10.59261/bustechno.v7i4.778Keywords:
Affiliator, Digital Economy, Financial Behavior, Household Accounting, Impulsive Buying, Shopee Affiliate Program IncomeAbstract
Background: The rapid growth of digital affiliate marketing has opened new avenues for supplementary earnings while increasing consumers' exposure to purchase triggers. However, evidence remains limited on how affiliate-derived income and impulsive purchasing are associated with household accounting across different levels of financial behavior.
Objective: This research assessed the relationships of Shopee Affiliate Program income and impulsive buying with household accounting while evaluating financial behavior as a moderating factor.
Methods: Survey data from 150 active Shopee affiliates in Indonesia were examined quantitatively through Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0.
Results: Affiliate income was positively associated with household accounting (β = 0.259; t = 4.122; p < 0.001), as was impulsive buying (β = 0.351; t = 4.373; p < 0.001). Financial behavior also had a positive direct association (β = 0.429; t = 5.623; p < 0.001). Its interaction with affiliate income was significant (β = 0.226; t = 3.680; p < 0.001), and the interaction with impulsive buying was likewise significant (β = 0.250; t = 2.415; p = 0.016).
Conclusion: Financial behavior operates as a quasi-moderator because it shows both a significant direct association with household accounting and significant interaction effects. By bringing digital earnings and online consumption tendencies into one empirical model, this study broadens the household-accounting literature.
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