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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.<\/jats:p>","DOI":"10.4018\/ijom.2017040103","type":"journal-article","created":{"date-parts":[[2017,5,3]],"date-time":"2017-05-03T11:29:06Z","timestamp":1493810946000},"page":"42-56","source":"Crossref","is-referenced-by-count":8,"title":["Does Demographics Affect Purchase Frequency in Online Retail?"],"prefix":"10.4018","volume":"7","author":[{"given":"Prateek","family":"Kalia","sequence":"first","affiliation":[{"name":"Department of Research, Innovation and Consultancy, I.K Gujral Punjab Technical University, Kapurthala, India"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJOM.2017040103-0","doi-asserted-by":"publisher","DOI":"10.1145\/953460.953494"},{"key":"IJOM.2017040103-1","doi-asserted-by":"publisher","DOI":"10.1007\/s10660-010-9072-y"},{"key":"IJOM.2017040103-2","unstructured":"Bagdoniene, L., & Zemblyte, J. 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