17
which are baby boomers,
generation
x,
and
generation
y
and
millennial. Most
of
the
demographic
factors
that
affect
attitude toward
using
online channel are
concentrated
on age. Because
if
it comes to the
internet, younger generation that
is generation y and
millennial are more likely to be a regular users.
2.5.3 Gender
Gender
is
said
to
impact
the
way
males
and
females
participate in
online
activities.
Hoffman
et
al
(1996)
found
that
males
are
doing
more
online
product research
that
females
does
and
they
are
also
focusing
more
on
the
transactional
aspect
of
online
shopping.
Since
newspapers are
targeting
both
females
and
males,
it
can
be
a
good
example to find if gender affects the attitude toward using an online channel.
2.5.4 Location
Geographic location states a position of consumer in physical space (Srisuwan &
Barnes, 2007). Consumers who live in busy area such as in the city as more likely to
use the online channel. It is because the time consuming in using offline channel may
not be practical for those who live in the big city. Also, smaller cities might not have
enough infrastructures in internet connection compare to big cities, so people who live
in smaller cities are not having high internet expertise.
2.6 Attitude and Intention
According
to Keen et al (2004), the structure
of the consumer decision-making
process
is
particularly
one
of
choosing
channel
choice.
The
theory
of
the
action
is
defined
by
the
individual’s intentions
that
drive
by
a
personal
nature
and
social
influence.
The
personal
factors
come
from
the
individual’s positive
and
negative
evaluation of
performing
the
behavior
that
lead
to
attitude towards
the
behavior.
Attitude toward the behavior comes
from
the
factors
from
the
variables above.
Their
factors
that
lead
to
attitude
toward
using
the
online
channel
has
also
lead
to
their
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