Exploring the effect of online shopping motivations on purchase intention applied

5.2 Limitations and further research 
Although results were good, some limitations occur in this study as the sample used in this 
study was a non-probabilistic convenience sample and so, results are not generalized. The 
majority of the sample individuals were students among 18 and 25 years old which are not 
representative of the whole population. 
In the future, as this study is merely quantitative, it would be interesting to make a qualitative 
study using interviews and focus groups to understand other variables and have a greater 
richness and depth of the analysis. Moreover, an analysis of clusters would also be useful and 
interesting to understand the different segments that purchase cosmetics online and to adapt 
strategies to each specific segment. 
Despite these limitations, this study had proven results to be useful and to help explaining 
online purchase intention of cosmetics, with motivations playing a significant role as a 
determinant. These results are far from being useful only the academia, having deepened the 
understanding of shopping motivations in another product category, but also to the managerial 
world as it offers an important understanding which motivations better help to explain online 
purchase intention of cosmetics. 

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