Canonical discriminant function coefficients (unstandardized)
| Digital marketing communication characteristics | Discriminant function (unstandardized) | Standardized canonical function coefficients | Structure matrix coefficients |
|---|---|---|---|
| Informative (I) | 0.583 | 0.567 | 0.709 |
| Quick (Q) | 0.051 | 0.027 | 0.612 |
| Interactive (Int) | 0.129 | 0.183 | 0.300 |
| Relevant (R) | 0.196 | 0.137 | 0.295 |
| Easy to Use (ETU) | 0.537 | 0.493 | 0.292 |
| Availability of Expert Advice (EA) | 0.282 | 0.077 | 0.279 |
| Easy Comparison (EC) | 0.452 | 0.210 | 0.092 |
| Availability of Customer Reviews (ACR) | 0.175 | 0.062 | 0.043 |
| Compatibility (C) | 0.592 | 0.639 | 0.029 |
| (Constant) | −3.882 |
| Digital marketing communication characteristics | Discriminant function (unstandardized) | Standardized canonical function coefficients | Structure matrix coefficients |
|---|---|---|---|
| Informative ( | 0.583 | 0.567 | 0.709 |
| Quick ( | 0.051 | 0.027 | 0.612 |
| Interactive (Int) | 0.129 | 0.183 | 0.300 |
| Relevant (R) | 0.196 | 0.137 | 0.295 |
| Easy to Use (ETU) | 0.537 | 0.493 | 0.292 |
| Availability of Expert Advice (EA) | 0.282 | 0.077 | 0.279 |
| Easy Comparison (EC) | 0.452 | 0.210 | 0.092 |
| Availability of Customer Reviews (ACR) | 0.175 | 0.062 | 0.043 |
| Compatibility ( | 0.592 | 0.639 | 0.029 |
| (Constant) | −3.882 |
Source(s): Author's analysis