IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 19, Issue 11. Ver. I (November. 2017), PP 47-54 www.iosrjournals.org DOI: 10.9790/487X-1911014754 www.iosrjournals.org 47 | Page Moderating effect Of Demographic Variables on Attitude towards Online Shopping: An Empirical Study Using PROCESS. Shiveen Ansari 1 , Dr. Rahela Farooqi 2 1 (Research Scholar, Centre for Management Studies, Jamia Millia Islamia, New Delhi) 2 (Professor, Centre for Management Studies, Jamia Millia Islamia, New Delhi) Abstract: In the recent years the usage of internet has been tremendously increased due to availability of low cost smart phones, economic data plans. Due to exponential rise in internet penetration the e-commerce based activities has also seen tremendous growth in the past few years. Thousands of online shopping websites have mushroomed catering to various needs and requirements of consumers. This all new trend has compelled researchers examine online consumer behavior and factors associated with online consumer behavior to explore new dimensions of research in this context. Although there may be several factors affecting consumer behavior there is also a dire need to understand the moderating variables that impact online shopping behavior. Difference in the buying behavior of the consumers can be dependent on moderating variables such as demographics which can be classified by age, income gender, experience, qualification, education and geographical boundaries. This paper will try to explore the demographic factors that affect online consumer behavior through an empirical and quantitative study using statistical tool PROCESS by Andrew Hayes. The main objective of the research is to gain a deeper understanding into the effect of demographic variables on consumer's buying behavior. Keywords: Moderation, Demographics, Online Shopping, e-commerce. --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 25-10-2017 Date of acceptance: 07-11-2017 --------------------------------------------------------------------------------------------------------------------------------------- I. Introduction The purpose of this research is to determine the moderating effect of age, income and gender and experience on attitude towards shopping online in predicting the likelihood to shop and buy online. The literature review will present a review of findings of the earlier work on demographic studies regarding online shopping. The data analysis section will try to analyse the demographic profile of online consumers and would try to examine whether demographic segment has an effect on their attitudes towards shopping. Many factors in consumer buying behavior process such as Need arousal, Information search, Product evaluation, Purchase decision and Post-purchase evaluation depend predominantly on the personal characteristics of consumers. These moderating factors needs to be identified and taken into account by online retailers in order to cater to the need of the consumers and satisfy demands of the online consumers compete with others in the online market. Then, we will conclude with the research questions of the present study. II. Literature Review As per Business Dictionary 2013, demography can be defined as “varying characteristics that is a vital or demographic group, so that the offering (product/service) makes the market go in the right direction [1]. Different demographic segments respond differently to various types of sales promotions, monetary or non- monetary, based on their needs [2]. Demographic Variables 2.1 Age - Young online shoppers reported more search behavior, before purchasing the younger shoppers reported searching for more products and services online than the older group. Though the search for products was more for younger consumers no significant difference was found in terms of the number of products purchased online classified by age. These results were found to be contrary to the findings of Joines et al. (2003) who found that age did not impact search behavior but has an impact on purchase behavior, and younger consumers were found to purchase more than older consumers [3]. In the present study, younger consumers displayed more online search behavior than older consumers. And when the search for the product online service was taken into consideration, older consumers were more likely to purchase once they had searched for