DAMPAK ADAPTASI PRESENTASI TREE-VIEW TERHADAP NIAT UNTUK MELAKUKAN PEMBELIAN SECARA ONLINE: EMOSI DAN SIKAP PENGGUNA SEBAGAI MEDIATOR (DIDASARKAN PADA STIMULUS-ORGANISM-RESPONSE MODEL)
DOI:
https://doi.org/10.12928/optimum.v5i2.7847Keywords:
tree-view based adaptation presentation, intention on online buying.Abstract
The purpose of this reserach is to fi nd out whether a method of adaptionpresentation 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.
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Published
2015-09-01
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