<![CDATA[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.]]>
