<![CDATA[This study aims to analyze online impulse buying behavior among students of SMA Negeri 1 Purwosari who use Shopee, based on the Stimulus Organism Response (S–O–R) theory. Specifically, it examines the mediating roles of financial literacy as a cognitive response and shopping enjoyment as an affective response in the relationships between four online shopping stimuli website visual appeal, live shopping, shopping festivals, and hedonic shopping motivation and impulse buying. A quantitative research approach was employed, involving 187 respondents selected through purposive sampling. The minimum sample size was determined using an a priori power analysis with G*Power Data were collected through online questionnaires and a financial literacy test and analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS. The results show that financial literacy does not significantly mediate the relationships between any of the four shopping stimuli and impulse buying. In contrast, shopping enjoyment significantly mediates all four relationships. These findings suggest that affective responses play a more prominent mediating role than cognitive responses in explaining online impulse buying behavior among high school students using Shopee. This study extends the application of the S–O–R framework by comparing cognitive and affective mediation mechanisms in adolescent online shopping and highlights the importance of shopping enjoyment in understanding impulse buying behavior in digital marketplaces.]]>
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