Exploring the effect of online shopping motivations on purchase intention applied

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Exploring the effect of online shopping 
motivations on purchase intention applied 
to cosmetics 
Maria Constança Valente Machado Alves Morais 
Dissertation written under the supervision of Professor Carolina 
Afonso 
Dissertation submitted in partial fulfilment of requirements for the MSc in 
Management with Specialization in Strategy and Entrepreneurship, at the 
Universidade Católica Portuguesa, January 2017. 

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Index 
Acknowledgements ................................................................................................................................. 5
 
Abstract ................................................................................................................................................... 6
 
Resumo .................................................................................................................................................... 7
 
Chapter 1 - Introduction .......................................................................................................................... 8
 
1.1 Background ................................................................................................................................... 8
 
1.2 Problem Statement ........................................................................................................................ 9
 
1.3 Aim ................................................................................................................................................ 9
 
1.4 Scope ........................................................................................................................................... 10
 
1.5 Academic and Managerial Relevance ......................................................................................... 11
 
1.5.1 Academic Relevance ............................................................................................................ 11
 
1.5.2 Managerial Relevance .......................................................................................................... 11
 
1.6 Outline ......................................................................................................................................... 12
 
Chapter 2 - Literature Review ............................................................................................................... 13
 
2.1 The Cosmetics Industry ............................................................................................................... 13
 
2.2 The emergence of e-Commerce................................................................................................... 15
 
2.2.1 e-Commerce panorama in Portugal .......................................................................................... 16
 
2.2.2 eCommerce trends .................................................................................................................... 18
 
2.4 Motivations to purchase online ................................................................................................... 20
 
2.4.1 Utilitarian motivations to purchase online ........................................................................... 20
 
2.4.2 Hedonic motivations to purchase online .............................................................................. 22
 
2.5 Online purchase intention ............................................................................................................ 23
 
2.6 Conclusions ................................................................................................................................. 25
 
Chapter 3 – Methodology ...................................................................................................................... 27
 
3.1 Research approach ....................................................................................................................... 27
 
3.2 Research Instrument .................................................................................................................... 28
 
3.2.1 Population and Sample ......................................................................................................... 28
 
3.2.2 Questionnaire ........................................................................................................................ 28
 
3.3.3 Measures ................................................................................................................................... 29
 

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Chapter 4 – Results Analysis ................................................................................................................. 30
 
4.1 Preliminary Analysis ................................................................................................................... 30
 
4.1.1 Data Collection and Analysis ............................................................................................... 30
 
4.1.2 Sample Characterization ....................................................................................................... 30
 
4.1.3 Data screening - Univariate and Multivariate Outliers ......................................................... 31
 
4.1.4 Data Reliability ..................................................................................................................... 31
 
4.1.5 Principal Component Analysis ............................................................................................. 32
 
4.1.6 Correlation analysis .............................................................................................................. 33
 
4.2 In-depth Analysis ........................................................................................................................ 33
 
Chapter 5 – Conclusions, limitations and further research .................................................................... 38
 
5.1 Conclusions ................................................................................................................................. 38
 
5.2 Limitations and further research .................................................................................................. 39
 
References ............................................................................................................................................. 40
 
Appendices ............................................................................................................................................ 46
 

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