16
the
internet
for
hours
and
hours.
Therefore, consumers
who
feel
enjoy
in
online
channel will tend to switch to it and leave the offline.
2.5 Individual Differences
Demographic
differences
may
have
influences
on
channel
choice.
Consumers
may
select
their preference channel based on
their characteristic,
includes age,
gender, and
geographic locations
(Paweena
et
al.,
2008).
Below
are
some
of
the
factors
from
individual differences that may affect attitude toward using an online channel.
2.5.1 Internet Expertise
Consumer’s
general
internet expertise refers
to
consumer’s
knowledge
of,
and
experience with,
the
internet (Montoya-Weiss, et
al,
2003).
This
consumers’
internet
expertise
is
considered
as
one
of
the
factor
predicting
the
attitude
toward
using
the
online
channel.
The
greater
consumers’
internet
expertise
can
reduce
the
perceived
uncertainty and
risk
associated
with
the
online
channel.
Usually,
consumer
with
a
higher
level
of
internet expertise are
having
a
lower
lever
of
security
concern
about
online transaction. It
is
because
they
are
already
familiar and
have
more
experience
using
the
internet.
For
example, they
are
aware
of
how
their
data
are
collected
and
used. On subscribing digital
newspapers, consumers
may
have to
register
and pay
for
the
subscription
every
month.
For
those
who
still
face
uncertainty using
online
transaction
might
refuse
to
switch
to
digital
newspapers and
stick
with
the
offline
newspapers.
This proposes that consumers with
higher
level of
internet expertise are
more likely to use online channel.
2.5.2 Age
It is critical to understand the demographic factors that are associated with the
internet
usage (Teo, 2001). There are three age
generation
that
will
included
in
the research,
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