Exploring the effect of online shopping motivations on purchase intention applied

Chapter 4 – Results Analysis 
4.1 Preliminary Analysis 
4.1.1 Data Collection and Analysis 
The questionnaire was opened by 483 people from which 327 started to answer it but only 
286 fulfilled it until the end. The total sample has, therefore, 286 participants.
4.1.2 Sample Characterization 
The final sample that participated in the questionnaire was made out of 96.5% females and 
only 3.5% of males. When it comes to age, the majority of the participants were young adults 
between 18 and 25 years old (68.8%), followed by participants between 36 and 55 (14.9%) 
and the group between 26 and 35 years old (13.1%). The rest of the participants were aged 
was between 55 and 65 (2.4%) and, finally, over 65 (0.7%). 
Figure 6 – Sample’s gender Figure 7 – Sample’s age 
The majority of the participants were Portuguese (98.6%), which was expected since the 
questionnaire was distributed in Portuguese. Regarding the monthly family income, the 
majority of the participants’ family income was between 1000€ and 2000€ (37%), followed 
by participants with family’s income between 500€-1000€ (20%), over 3000€ (18%) and 
between 2000€ and 3000€ (17.6%). Only 6.9% of respondents had a family income below 
500€. 
4% 
97% 
Gender 
Male 
Female 
68,8% 
13,1% 
14,9% 
2,4% 
0,7% 
18-25 
26-35 
36-55 
56-65 
65+ 
Age 

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Figure 8 - Sample's family income 
4.1.3 Data screening - Univariate and Multivariate Outliers 
In order to improve the quality of our data before analyzing the results of the questionnaire, a 
data cleaning process was applied. This cleaning process consisted in an outlier analysis for 
univariate and multivariate outliers.