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The purpose of this reserach is to fi nd out whether a method of adaption presentation tree-view has an impact on individual intention to purchase in online store which mediated by emotion and attitude toward the website. Sample was collected by using purposive sampling method with criterias, such as a person who is ever browsing in online store and at least has two times online purchasing history. Data was collected by using survey both distributed to responden directly as well as through internet, and 220 sample done by testing. Statistical test was done using WarpPLS 3.0. The result is user emotion increases when website use tree-view , whereas attitude toward the website don’t increase when website use tree-view. User emotion at browsing activity in website use tree-view adaptation and positive attitude of user on the website, fi nally encourage individual to have purchase intention.

optimum : jurnal ekonomi dan pembangunan/optimum

DAMPAK ADAPTASI PRESENTASI TREE-VIEW TERHADAP NIAT UNTUK MELAKUKAN PEMBELIAN SECARA ONLINE: EMOSI DAN SIKAP PENGGUNA SEBAGAI MEDIATOR (DIDASARKAN PADA STIMULUS-ORGANISM-RESPONSE MODEL)