Welcome to the InfoSci Platform
Does Demographics Affect Purchase Frequency in Online Retail?

Does Demographics Affect Purchase Frequency in Online Retail?

Prateek Kalia
Copyright: © 2019 |Pages: 17
ISBN13: 9781522575108|ISBN10: 1522575103|EISBN13: 9781522575115
DOI: 10.4018/978-1-5225-7510-8.ch031
Cite Chapter Cite Chapter

MLA

Kalia, Prateek. "Does Demographics Affect Purchase Frequency in Online Retail?." Gender Economics: Breakthroughs in Research and Practice, edited by Information Resources Management Association, IGI Global, 2019, pp. 636-652. https://doi.org/10.4018/978-1-5225-7510-8.ch031

APA

Kalia, P. (2019). Does Demographics Affect Purchase Frequency in Online Retail?. In I. Management Association (Ed.), Gender Economics: Breakthroughs in Research and Practice (pp. 636-652). IGI Global. https://doi.org/10.4018/978-1-5225-7510-8.ch031

Chicago

Kalia, Prateek. "Does Demographics Affect Purchase Frequency in Online Retail?." In Gender Economics: Breakthroughs in Research and Practice, edited by Information Resources Management Association, 636-652. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7510-8.ch031

Export Reference

Mendeley
Favorite

Abstract

This research determines whether association exist between the demographic characteristics of online shoppers, such as education, age, gender, monthly income, occupation, marital status and their online purchase frequency. Web survey has been applied to 308 customers of four most popular e-retailers in India, who have made at least one online purchase in past six months. Based on extensive literature review hypotheses have been developed for six demographic factors i.e. education, age, income, occupation, marital status and gender. A chi-square test has been deployed to check association between demographic factors and purchase frequency. Significant association has been found between two demographic variables i.e. gender, occupation and purchase frequency. Further, a chi-square post hoc test via standard residual method confirmed that purchase frequency of 1-3 times in past six months by student customers contributes significantly to significant omnibus chi-square statistic.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.