Exploring the effect of online shopping motivations on purchase intention applied to cosmetics

Abstract

This thesis’ aim is to explore the effect of online shopping motivations in the online purchase intention of cosmetics. A proposed conceptual model that helps to understand what are the main motivations that lead consumers to purchasing cosmetics online is presented. Specifically, this thesis research model proposal is about online cosmetics consumers’ behavior considering their motivations and online purchase intention. The ultimate goal of this study is to understand what motivations are relevant for increasing online purchase intention of cosmetics by consumers. In order to understand consumers’ motivations and degree of online purchase intention, the previously developed studies about motivations and purchase intention (Dodds et al., 1991; Arnold et al., 2003; Martínez-López et al., 2014) were consulted and the scales were adapted to fit the present study research, applied to the Portuguese consumers. A quantitative and exploratory study was conducted. For data collection, an online questionnaire was applied to 286 individuals. Results showed that online shopping motivations are a great predictor of online purchase intention. Also, findings showed that utilitarian motivations not only are a predictor of online shopping motivations of cosmetics, but also that availability of information, assortment and economic value were the dimensions among motivations that better explained online purchase intention. This theoretical framework helps understanding consumer behavior towards online shopping and may be an important tool for managers and marketers to develop strategies with the most relevant motivations in mind.

Date of Award	14 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Carolina Baptista Afonso (Supervisor)