표 7 플랫폼별 경로 유의성 차이 검증 결과

가설	네이버쇼핑		카카오 쇼핑		쿠팡		대응비교 Critical Ratio
가설	β	C.R.	β	C.R.	β	C.R.	N-K	N-C	K-C
H1. 지각된가치→플랫폼만족
H1a.구성적가치→플랫폼만족	.24^**	2.84	.39^***	3.93	–.08	–.70	–1.22	2.25^*	3.09^**
H1b.정보적가치→플랫폼만족	.08	.70	.06	.48	0.41^**	2.70	.13	–1.65	–1.74
H1c.감성적가치→플랫폼만족	.48^***	5.51	.26^**	2.77	.76^***	8.20	1.60	–1.29	–2.88^**
H1d.사회적가치→플랫폼만족	.21^**	3.02	.32^***	4.00	–.18	–1.71	–1.37	3.18^***	4.03^***
H2. 지각된가치→플랫폼신뢰
H2a.구성적가치→플랫폼신뢰	–.08	–.88	–.23	–1.79	–.03	–.29	.96	–.25	–1.02
H2b.정보적가치→플랫폼신뢰	.20	1.87	.29^*	2.23	.11	.74	–.43	.37	.69
H2c.감성적가치→플랫폼신뢰	–.08	–.82	.09	.82	–.07	–.46	–1.16	–0.09	.85
H2d.사회적가치→플랫폼신뢰	.18^**	2.59	–.02	–.23	.13	1.37	1.65	0.23	–1.16
H3. 플랫폼만족→플랫폼신뢰	.70^***	5.70	.82^***	5.43	.78^***	5.65	–.49	–1.43	–.94
H4. 플랫폼만족→판매자신뢰	.47^***	3.92	.43^**	2.96	.46^***	3.95	–.51	–.51	.00
H5. 플랫폼신뢰→판매자신뢰	.26^*	2.19	.38^**	2.61	.30^**	2.61	.33	.39	.00

p<.05,
p<.01,
p<.001.