표 8 자사 및 경쟁사 구매 빈도에 대한 분석 결과

변수	DV: 자사플랫폼 구매 빈도(Frequency_A)				DV: 타사플랫폼 구매 빈도(Frequency_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	.370	.296	.650	.571	.133	.144	.051	.051
Post	–.148	.077	–.807***	.158	–.132*	.052	.081	.114
Subscription*Post	.815***	.101	1.417***	.156	–.134+	.068	–.123*	.055
Collapsed_Month			–.295***	.019			–.012	.014
Spending_Total			.001***	.020			.000	.000
AgeGroup_30			.462	.300			.869***	.217
AgeGroup_40			.153	.297			.795***	.215
AgeGroup_50			.144	.299			.289	.216
Gender_Female			–.319***	.053			–.099*	.038
Year_2023			.543***	.132			–.302**	.095
Year_2024			.992***	.191			–.195	.138
Quarter_2nd			–.139+	.076			.007	.114
Quarter_3rd			–.443***	.084			.151*	.061
Quarter_4th			–.042	.177			–.041	.128
Intercept	.646***	.045	.730*	.301	.689***	.031	.116	.218
R2	.027		.053		.032		.073
Adj. R2	.027		.053		.032		.072
F-statistic	191.611***		70.572***		14.312***		17.533***

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