표 3 온·오프라인 유통 채널 이용의 행태가 구매 의사 결정에 미치는 영향과 개인의 이질성

채널 이용 행태	구매 의사 결정
	평균의 사후 분포		신뢰구간		분산의 사후 분포
	Mean	Std. dev	2.5%	97.5%	Mean	Std. dev
Intercept	–1.251	.028	–1.296	–1.206	.820	.082
OnA1,it	.100	.094	–.059	.252	.860	.259
OnA2,it	.264	.085	.128	.412	.792	.212
OnA3,it	.009	.110	–.181	.187	1.027	.367
OffAD,it	.311	.104	.142	.479	1.002	.257
OffAO,it	.504	.112	.327	.688	1.194	.291
OffAM,it	.232	.107	.062	.411	1.184	.268
OnB1,it	–.285	.072	–.410	–.168	.759	.141
OnB2,it	–.070	.207	–.421	.281	1.832	.101
OffBD,it	–.439	.115	–.638	–.252	1.045	.237
OffBO,it	–.351	.149	–.605	–.104	1.366	.454
OffBM,it	–.343	.199	–.672	–.008	1.632	.337
OnC1,it	–.216	.125	–.430	–.017	1.060	.430
OnC2,it	–.333	.064	–.442	–.228	.683	.098
OnC3,it	–.082	.240	–.462	.299	1.961	1.345
OffCD,it	–.349	.111	–.533	–.170	.994	.186
OffCO,it	–.096	.197	–.419	.226	1.901	.943
OffCM,it	–.331	.120	–.520	–.128	1.032	.223
OffA,it	.436	.103	.268	.608	1.158	.269
OffA,it×OnA1,it	–.166	.181	–.465	.142	1.592	.786
OffA,it×OnA2,it	–.241	.139	–.474	–.027	1.355	.468
OffA,it×OnA3,it	.185	.158	–.098	.434	1.524	.519
OffA,it×OnB1,it	.404	.147	.164	.642	1.595	.807
OffA,it×OnB2,it	–.068	.304	–.570	.436	2.404	1.953
OffA,it×OnC1,it	.011	.224	–.356	.369	1.888	1.389
OffA,it×OnC2,it	.041	.120	–.148	.241	1.234	.308
OffA,it×OnC3,it	–.009	.288	–.491	.454	2.343	1.937
OnA,it	–.032	.089	–.178	.105	1.009	.213
OnA,it×OffAD,it	.130	.139	–.100	.354	1.320	.496
OnA,it×OffAO,it	.068	.171	–.212	.346	1.729	.772
OnA,it×OffAM,it	.186	.177	–.117	.470	1.684	1.578
OnA,it×OffBD,it	.243	.181	–.049	.556	1.784	.678
OnA,it×OffBO,it	.098	.220	–.269	.437	2.056	1.258
OnA,it×OffBM,it	.136	.267	–.285	.604	2.182	1.218
OnA,it×OffCD,it	.069	.181	–.238	.371	1.794	.665
OnA,it×OffCO,it	–.171	.263	–.618	.231	2.246	1.462
OnA,it×OffCM,it	.118	.190	–.193	.424	1.761	.755

사후 분포 평균의 95% 신뢰구간이 0을 포함하지 않는 경우, 해당 변수를 굵은 글씨로 표시함.