Discriminant Analysis

Dependent variable: online buyer or none buyer

Independent variables: Education, Gender, Monthly Income, owning a Credit Card, E-banking, use of social media sites and Age.

The significance of univariate F ratios indicates that when the predictors are considered individually, only Gender, Credit Card, E-banking, Use of SNS and Age significantly differentiate between those who shop online and those who do not.

Because there are two groups, only one discriminant function is estimated. The eigenvalue associated with this function is 0.691 and it accounts for 100 percent of the explained variance. The canonical correlation associated with this function is 0.639. The square of this correlation, (0.639)2= 0.408, indicates that 40.8% of the variance in the dependent variable is explained or accounted for by this model.