Online purchasing has increased dramatically over the past 10 years and the pace is expected to continue to accelerate. This new channel of purchasing poses a challenge to online retailers as they strive to increase online repurchasing behavior. This non-experimental study addresses the problem of how to support a rapidly growing online repurchasing market by investigating the online repurchasing behavior of Digital Immigrants (those born before 1980) and Digital Natives (those born after 1980). The research also looks at gender, education and level of income as demographic differentiators. Based on the statement problem, purpose statement, and research questions a quantitative design will be used to examine the relationship between consumer demographics of gender, age, level of education and income in regard to online repurchasing. In order to obtain a better understanding of this relationship a quantitative approach in the form of an online survey was conducted. The subject population was comprised of online consumers that have made a minimum of two repeat online purchases of a product over the past three calendar months ranging in age between 18 and 54 and older. Due to the nature of the research study it is implied that subjects must have current access to the Internet in order to complete the online survey. The survey used in this study is comprised of survey questions from Walters (2014) and Obeidat (2015) and therefore prior validity and reliability was assumed. Survey respondents were chosen from the 3rd party online survey provider Pollfish®. Based upon the G*Power 3.1.9.2 survey sample tool a sample size of 279 useful surveys was ultimately used utilizing Spearman's Rho and a probability of error of 0.01. The aim of this non-experimental study is to provide an overview of online repurchasing and whether differences exist regarding consumer gender, age, level of income and highest level of education in regard to intent to make repeat online purchases. This information can be used by retailers to market differently to these demographic groups to increase repeat online purchase behavior. Results from the study indicated that there was no significance between any of the predictor variables of gender, Digital Native or Digital Immigrant, level of income or level of education and intent to continue to repurchase online. Gender showed a Spearman's Rho r = -0.062, n = 279, p<0.01; age (Digital Native/Digital Immigrant) Spearman's Rho r = -0.050, n = 279, p<0.01; level of income Spearman's Rho r = 0.041, n = 279, p<0.01 and level of education Spearman's Rho r = 0.086, n = 279, p<0.01. Therefore, all of the null hypothesis were accepted and the alternative hypotheses rejected. Recommendations for future research include a larger sample study with a more expansive geography, and collecting additional data on Internet usage behavior including product specific purchasing. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]