Exploring the effect of online shopping motivations on purchase intention applied

Table 3 - Regression Summary 
Dependent Variable: Online purchase intention 
Independent variables 
Standardized betas 
T 
Significance 
Utilitarian Motivations 
0.614 
10.119 
0 
Hedonic Motivations 
0.144 
2.357 
0.019 
Sig 
0,000 
F 
163,404 
R Square 
0.537
In the table above (Table 3) is observable that the model used is statistically significant (

 
= 
0.000). When analyzing 
R
2
we can understand that 53.7% of online purchase intention is 
explained by utilitarian and hedonic motivations.
The variable utilitarian motivations (

 
= 0.614; 

 
= 0.000) affects positively online purchase 
intention and is statistically significant. When analyzing hedonic motivations (

 
= 0.144; 

 
= 
0.019) an increase in hedonic motivations also affects positively online purchase intention 
when purchasing cosmetics and are statistically significant (

< 0.05). 
RSQ4: Does online shopping motivations influence purchase intention of cosmetics? 
Online shopping motivations significantly explain online purchase intention of cosmetics, 
explaining almost 54% of online purchase intention. 
RSQ5: Which motivations - utilitarian or hedonic - better help to explain purchase intention 
of cosmetics? 
Utilitarian motivations (

 
= 0.614) clearly explain better online purchase intention of 
cosmetics than hedonic motivations (

 
= 0.144). 

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36 
Table 4 – Regression Summary 
Dependent Variable: Online purchase intention