표 7 자사 및 경쟁사 구매 금액에 대한 분석 결과

변수	DV: 자사플랫폼 구매 금액(Spending_A)				DV: 경쟁사플랫폼 구매 금액(Spending_Others)
	Model without covariates		Model with covariates		Model without covariates		Model with covariates
	beta	Std.err.	beta	Std.err.	beta	Std.err.	beta	Std.err.
Subscription	20,129.933	2,820.467	18,794.316	16,127.741	4,666.282	4,041.090	4,597.621	4,512.332
Post	1,000.439	3,293.640	–26,906.084***	6,942.175	–9,267.473*	4,719.014	–8,003.961	10,015.324
Subscription*Post	19,637.951***	4,351.929	18,108.336***	6,945.455	–6,235.329**	2,655.011	–6,529.901***	1,002.051
Collapsed_Month			–8,842.703***	844.575			–1,729.103	1,218.450
Spending_Total			.001	.001			.000	.000
AgeGroup_30			25,678.650+	13,211.266			49,696.164**	19,059.604
AgeGroup_40			23,295.468+	13,085.795			40,417.566*	18,878.590
AgeGroup_50			24,209.871+	13,145.217			15,554.094	18,964.316
Gender_Female			–8,395.387***	2,343.147			3,351.979	3,380.407
Year_2023			21,040.199***	5,785.292			–11,320.709	8,346.314
Year_2024			45.707.362***	8,420.709			5,717.470	12,148.372
Quarter_2nd			–3,019.463	3,336.655			10,377.077*	4,813.718
Quarter_3rd			–10,211.778**	3,704.036			10,522.898*	5,343.731
Quarter_4th			4,746.121	7,792.383			1,738.469	1,421.900
Intercept	20,997.771***	1,937.771	4,843.380	13,261.873	34,165.635***	2776.391	–1,301.185	1,913.614
R2	.012		.021		.019		.051
Adj. R2	.012		.021		.019		.051
F-statistic	86.862**		27.641*		4.241***		6.855***

p<.001,
p<.010,
p<.050,
p<.100.