Exploring the effect of online shopping motivations on purchase intention applied

Independent variables 
Standardized betas 
T 
Significance 
Desire to control 
0.05 
0.881 
0.379 
Convenience 
0.311 
4.978 
0 
Assortment 
0.156 
2.745 
0.006 
Economic Value 
0.142 
2.525 
0.012 
Availability of Information 
-0.032 
-0.6 
0.549 
Lack of sociability 
0.076 
1.627 
0.105 
Adventure shopping
0.117 
2.002 
0.046 
Social shopping
-0.046 
-0.832 
0.406 
Idea shopping
0.105 
1.629 
0.104 
Value shopping
0.088 
1.456 
0.147 
Sig 
0,000 
F 
37,414 
R Square 
0.577
In table 4, every dimension of online motivations was considered as independent variable. 
The 
R
2
value showed that 57.7% of online purchase intention is explained by these 
dimensions. The variables that positively affect the most online purchase intention are 
convenience (

 
= 0.311; 

 
= 0.000), assortment (

 
= 0.156; 

 
= 0.006) and economic value (

 
= 0.142; 

 
= 0.012), and adventure shopping (

 
= 0.117; 

 
= 0.046) all statistically significant 
(

< 0.05), these results answer to research question 6. The same does not happen with the 
other variables which have no statistically significance (

> 0.05): Desire to control (

 
= 0.05; 

= 0.379), Availability of information (

=-0.032; 

= 0.549), social shopping (

=-0.046; 

= 0.406) and, finally, idea shopping (

= 0.105; 

= 0.104). 
The stronger dimension of online shopping motivations explaining online purchase intention 
of cosmetics is convenience (

 
= 0.311), consumers when making the decision to purchase 
online are motivated by the ability of purchasing where, when and how they want to. 
Secondly, online purchase intention is explained through the assortment (

 
= 0.156) available 
through online platforms comparing to physical stores. The wide selection of products and 

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brands makes this dimension of online motivations the second strongest one explaining online 
purchase intention. Finally, economic value comes in third (

 
= 0.142) in explaining online 
purchase intention of cosmetics.