The Effect of Affiliator Income from the Shopee Affiliate Program and Impulsive Buying on Household Accounting Moderated by Financial Behavior
Abstract
The rapid growth of the digital economy has created new income opportunities through affiliate marketing programs while simultaneously increasing the tendency of online consumers to engage in impulsive buying behavior. These conditions highlight the importance of household accounting as a tool for managing family finances effectively. However, the influence of Shopee Affiliate Program income and impulsive buying on household accounting, as well as the role of financial behavior in strengthening these relationships, remains underexplored. Therefore, this study aims to examine the effects of Shopee Affiliate Program income and impulsive buying on household accounting, with financial behavior serving as a moderating variable. This research employed a quantitative approach using a survey of 150 active Shopee affiliates in Indonesia. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Shopee Affiliate Program income and impulsive buying have positive and significant effects on household accounting. Furthermore, financial behavior positively and significantly moderates the relationships between Shopee Affiliate Program income and household accounting, as well as between impulsive buying and household accounting. The findings suggest that individuals with stronger financial behavior are better able to optimize additional income and transform impulsive buying experiences into opportunities for improving household financial management. This study contributes to the development of the Theory of Planned Behavior by emphasizing the role of financial behavior in enhancing household accounting practices within the digital economy context.
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