Image Interactivity Technology and Online Consumptive Behavior: The Moderating Role of Financial Literacy among Islamic Boarding School Students

Authors

DOI:

https://doi.org/10.30983/es.v10i1.11589

Keywords:

Financial Literacy, Consumptive Behavior, Islamic Boarding School Students, Image Interactivity Technology, Technology Acceptance Model

Abstract

Consumptive behavior among Islamic boarding school students has become increasingly concerning with the widespread use of marketplaces featuring Image Interactivity Technology (IIT). This study examines the effects of IIT, perceived usefulness, perceived ease of use, perceived enjoyment, utilitarian and hedonic shopping orientations, and online shopping attitudes on consumptive behavior, with financial literacy as a moderating variable. A quantitative cross-sectional predictive design was employed using data from 200 students at Nurul Ummah Islamic Boarding School, Kotagede, Yogyakarta, selected through purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings indicate that 14 of the 16 proposed hypotheses were supported. IIT, perceived usefulness, and perceived enjoyment significantly influenced online shopping attitudes. However, perceived enjoyment did not significantly affect consumptive behavior (β = 0.098; p = 0.138), and perceived ease of use also did not significantly affect consumptive behavior. Utilitarian shopping orientation significantly influenced perceived usefulness and perceived ease of use, while hedonic shopping orientation significantly affected perceived enjoyment. Financial literacy significantly moderated the relationship between online shopping attitudes and consumptive behavior (β = 0.215; p = 0.001), with a positive coefficient indicating that financial literacy strengthens the attitude–behavior relationship. The study extends the Technology Acceptance Model (TAM) by incorporating IIT and financial literacy and highlights the importance of strengthening financial literacy in Islamic boarding schools alongside the development of marketplace features that promote responsible financial behavior among young users.

References

Aagesen, K. M. B., Moretti, A., & Demant, J. J. (2025). Social media nicotine markets: Criminogenic affordances and market displacements. International Journal of Drug Policy, 145, 104943. https://doi.org/10.1016/j.drugpo.2025.104943

Aglozo, E. Y., & Cohen, A. B. (2025). Religious values and consumer behavior. Journal of Consumer Psychology, 35(4), 696–705. https://doi.org/10.1002/jcpy.1464

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11–39). Springer. https://doi.org/10.1007/978-3-642-69746-3_2

Ali, M., Siraj, S., & Nisa, S. (2025). Factors impacting the behavioural intention towards sustainable fashion consumption: An empirical study of Gen Z consumers. International Journal of Indian Culture and Business Management, 35(2), 185–206. https://doi.org/10.1504/IJICBM.2025.146682

Amalia, P., & Firmialy, S. D. (2024). How does the theory of planned behavior mediate the relationship between financial literacy and impulse buying on live selling platforms? Asia Pacific Management and Business Application. https://doi.org/10.21776/ub.apmba.2024.012.03.2

Ambika, A., Jain, V., Belk, R., Kasilingam, D., & Krishna, R. (2025). The role of augmented reality experiences in consumers’ purchase intention toward new products. Journal of Consumer Behaviour, 24(2), 799–819. https://doi.org/10.1002/cb.2435

Andrade, E. B., & Vieites, Y. (2025). Obstacles and opportunities for sustainable consumption: A comprehensive conceptual model, literature review, and research agenda. Journal of Consumer Psychology, 35(4), 637–662. https://doi.org/10.1002/jcpy.70003

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1

Baber, R., Baber, P., & Narula, S. (2026). Driving AR experience to purchase intention: Examining the role of users’ immersiveness, perceived innovativeness and engagement in virtual try-on. International Journal of Consumer Studies, 50(2), e70185. https://doi.org/10.1111/ijcs.70185

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656. https://doi.org/10.1086/209376

Bruner, G. C., II, & Hensel, P. J. (1996). Marketing scales handbook: A compilation of multi-item measures (Vol. 2). American Marketing Association.

Chidambaram, V., Rana, N. P., & Parayitam, S. (2024). Antecedents of consumers’ online apparel purchase intention through virtual try on technology: A moderated moderated-mediation model. Journal of Consumer Behaviour, 23(1), 107–125. https://doi.org/10.1002/cb.2158

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511–535. https://doi.org/10.1016/S0022-4359(01)00056-2

Costa, A., Marozzo, V., & Abbate, T. (2025). Consumers’ attitudes toward virtual try-on technology: An extended TAM model. International Journal of Retail & Distribution Management, 53(13), 184–199. https://doi.org/10.1108/IJRDM-01-2025-0060

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111–1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x

Dhondt, B., Van de Sompel, D., & Hudders, L. (2025). Becoming competent consumers: Exploring the dynamics of the consumer socialization process between parents and their adolescents. Journal of Consumer Affairs, 59(2), e70012. https://doi.org/10.1111/joca.70012

Djamhari, S. I., Mustika, M. D., Sjabadhyni, B., & Ndaru, A. R. P. (2024). Impulsive buying in the digital age: Investigating the dynamics of sales promotion, FOMO, and digital payment methods. Cogent Business & Management, 11(1), 2419484. https://doi.org/10.1080/23311975.2024.2419484

Elbanna, S., Eissa, M. A., & Armstrong, L. (2025). Financial literacy in the modern economy: Bridging the knowledge gap for entrepreneurs and beyond. In E. Zaidan, E. Tok, A. Al-Fadala, & L. Cochrane (Eds.), The future of education policy in the State of Qatar (pp. 147–173). Springer. https://doi.org/10.1007/978-981-97-9667-0_8

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Dryden Press.

Fiore, A. M., & Jin, H.-J. (2003). Influence of image interactivity on approach responses towards an online retailer. Internet Research, 13(1), 38–48. https://doi.org/10.1108/10662240310458369

Fiore, A. M., Kim, J., & Lee, H.-H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38–53. https://doi.org/10.1002/dir.20042

Gu, Y., Cheng, X., & Shen, J. (2023). Design shopping as an experience: Exploring the effect of the live-streaming shopping characteristics on consumers’ participation intention and memorable experience. Information & Management. https://doi.org/10.1016/j.im.2023.103810

Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Prentice Hall.

Hsu, W.-C., Lee, M.-H., & Zheng, K.-W. (2024). From virtual to reality: The power of augmented reality in triggering impulsive purchases. Journal of Retailing and Consumer Services, 76, 103604. https://doi.org/10.1016/j.jretconser.2023.103604

Hwang, H., & Park, H. I. (2023). The relationships of financial literacy with both financial behavior and financial well-being: Meta-analyses based on the selective literature review. Journal of Consumer Affairs, 57(1), 222–244. https://doi.org/10.1111/joca.12497

Julaihah, U. (2026). Online buying behaviour among youth: A multigroup analysis based on gender. Jurnal Economia, 22(1), 39–56. https://doi.org/10.21831/economia.v22i1.76420

Koskelainen, T., Kalmi, P., Scornavacca, E., & Vartiainen, T. (2023). Financial literacy in the digital age—A research agenda. Journal of Consumer Affairs, 57(1), 507–528. https://doi.org/10.1111/joca.12510

Lee, H.-H., Fiore, A. M., & Kim, J. (2006). The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses. International Journal of Retail & Distribution Management, 34(8), 621–644. https://doi.org/10.1108/09590550610675949

Liengaard, B. D. (2024). Measurement invariance testing in partial least squares structural equation modeling. Journal of Business Research, 177, 114581. https://doi.org/10.1016/j.jbusres.2024.114581

Liu, R., Li, L., & Ding, Z. (2024). Mentor or partner: Matching effect of para-social interaction and product type on purchase intention in live-streaming commerce. Electronic Commerce Research and Applications, 65, 101410. https://doi.org/10.1016/j.elerap.2024.101410

Liu, Y. (2003). Developing a scale to measure the interactivity of websites. Journal of Advertising Research, 43(2), 207–216. https://doi.org/10.1017/S0021849903030204

Liu, Z., Li, J., Wang, X., & Guo, Y. (2023). How search and evaluation cues influence consumers’ continuous watching and purchase intentions: An investigation of live-stream shopping from an information foraging perspective. Journal of Business Research, 168, 114233. https://doi.org/10.1016/j.jbusres.2023.114233

Lusardi, A., & Mitchell, O. S. (2008). Planning and financial literacy: How do women fare? American Economic Review, 98(2), 413–417. https://doi.org/10.1257/aer.98.2.413

Mutlu, Ü., & Özer, G. (2022). The moderator effect of financial literacy on the relationship between locus of control and financial behavior. Kybernetes, 51(3), 1114–1126. https://doi.org/10.1108/K-01-2021-0062

Negi, P., & Jaiswal, A. (2024). Impact of financial literacy on consumer financial behavior: A systematic review and research agenda using TCCM framework. International Journal of Consumer Studies, 48(3), e13053. https://doi.org/10.1111/ijcs.13053

Recalde, D., Jai, T. C., & Jones, R. P. (2024). I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products. Journal of Retailing and Consumer Services, 78, 103764. https://doi.org/10.1016/j.jretconser.2024.103764

Rehman, K., & Mia, M. A. (2024). Determinants of financial literacy: A systematic review and future research directions. Future Business Journal, 10, 75. https://doi.org/10.1186/s43093-024-00365-x

Sahli, A., & Lichy, J. (2024). The role of augmented reality in the customer shopping experience. International Journal of Organizational Analysis. https://doi.org/10.1108/IJOA-02-2024-4300

Sekri, K., Bouzaabia, O., Rzem, H., & Juárez-Varón, D. (2025). Effects of virtual try-on technology as an innovative e-commerce tool on consumers’ online purchase intentions. European Journal of Innovation Management, 28(8), 4041–4060. https://doi.org/10.1108/EJIM-05-2024-0516

Serravalle, F., Vanheems, R., & Viassone, M. (2023). Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses. Journal of Retailing and Consumer Services, 72, 103279. https://doi.org/10.1016/j.jretconser.2023.103279

Song, S., Yao, X., Zhao, Y. C., & Ba, Z. (2024). Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping. Journal of Retailing and Consumer Services, 78, 103750. https://doi.org/10.1016/j.jretconser.2024.103750

Taufique, K. M. R., Sabbir, M. M., Quinton, S., & Andaleeb, S. S. (2024). The different impact of utilitarian and hedonic attributes on web-based retail shopping behaviour through the lens of extended technology acceptance model. International Journal of Retail & Distribution Management, 52(4), 443–460. https://doi.org/10.1108/IJRDM-08-2023-0505

Vaithilingam, S., Ong, C. S., Moisescu, O. I., & Nair, M. S. (2024). Robustness checks in PLS-SEM: A review of recent practices and recommendations for future applications in business research. Journal of Business Research, 173, 114465. https://doi.org/10.1016/j.jbusres.2023.114465

Wakefield, K. L., & Baker, J. (1998). Excitement at the mall: Determinants and effects on shopping response. Journal of Retailing, 74(4), 515–539. https://doi.org/10.1016/S0022-4359(99)80106-7

Wang, Q., Li, X., Yan, X., & Li, R. (2024). How to enhance consumers’ purchase intention in live commerce? An affordance perspective and the moderating role of age. Electronic Commerce Research and Applications, 67, 101438. https://doi.org/10.1016/j.elerap.2024.101438

Widiastuti, C. T., & Sumastuti, E. (2025). Financial literacy, usage of pay-later services, and impulse buying: The mediating role of shopping habits. Indonesian Journal of Business and Entrepreneurship, 11(2), 479. https://doi.org/10.17358/ijbe.11.2.479

Xin, M., Liu, W., & Jian, L. (2024). Live streaming product display or social interaction: How do they influence consumer intention and behavior? A heuristic-systematic perspective. Electronic Commerce Research and Applications, 67, 101437. https://doi.org/10.1016/j.elerap.2024.101437

Yang, H., & Kim, Y. (2024). Southeast Asian consumer acceptance of 3D virtual fitting technologies in cross-border online shopping. Fashion and Textiles, 11, 6. https://doi.org/10.1186/s40691-024-00372-0

Yang, J., & Lin, Z. (2024). From screen to reality: How AR drives consumer engagement and purchase intention. Journal of Digital Economy, 3, 37–46. https://doi.org/10.1016/j.jdec.2024.07.001

Yaqub, M. Z., Badghish, S., Yaqub, R. M. S., Ali, I., & Ali, N. S. (2026). Integrating and extending the SOR model, TAM and the UTAUT to assess m-commerce adoption during COVID times. Journal of Economic and Administrative Sciences, 42(3), 798–824. https://doi.org/10.1108/JEAS-09-2023-0259

Zare Ebrahimabad, F., Yazdani, H., Hakim, A., & Asarian, M. (2024). Augmented reality versus web-based shopping: How does AR improve user experience and online purchase intention. Telematics and Informatics Reports, 15, 100152. https://doi.org/10.1016/j.teler.2024.100152

Downloads

Published

2026-06-30

How to Cite

Jeihan Ali azhar, Ika Zulfa Maliha, Basri, B., Abdullah, & Mohammad Arif. (2026). Image Interactivity Technology and Online Consumptive Behavior: The Moderating Role of Financial Literacy among Islamic Boarding School Students. EKONOMIKA SYARIAH : Journal of Economic Studies, 10(1), 70–89. https://doi.org/10.30983/es.v10i1.11589

Issue

Vol. 10 No. 1 (2026): June 2026

Section

Articles

Citation Check

License

Copyright (c) 2026 Jeihan Ali azhar, Ika Zulfa Maliha, Basri Basri, Abdullah, Mohammad Arif

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).