## 5 Results and Discussion  
Tables 3 and 4 provide the multiple regression results of using the interaction terms between eWOM and the five moderating variables to explain the publication period and gamification, respectively. Five moderating variables were used as control variables. The models estimated are as follows: \begin{table}
\begin{tabular}{c c c c c} \hline
**Variables** & **Standard Beta** & **Standard Error** & \(t\)**-Value** & \(p\)**-Value** \\ \hline Review rating & \(-1.425\)** & 0.264 & \(-2.095\) & 0.038 \\ \hline Number of reviews & \(-0.459\)** & 0.000 & \(-1.951\) & 0.053 \\ \hline Review rating \(\times\) author experience & 3.613 & 0.049 & 0.941 & 0.349 \\ \hline Number of reviews \(\times\) author experience & 0.350** & 0.000 & 2.449 & 0.016 \\ \hline Review rating \(\times\) Genre & 1.114 & 0.108 & 0.676 & 0.500 \\ \hline Number of reviews \(\times\) genre & 0.410** & 0.000 & 2.196 & 0.030 \\ \hline Review rating \(\times\) completion of publication & 06.311** & 0.245 & 2.122 & 0.036 \\ \hline Number of reviews \(\times\) completion of publication & 0.181 & 0.000 & 0.787 & 0.433 \\ \hline Review rating \(\times\) transfer to paid service & 6.460** & 0.233 & 1.825 & 0.070 \\ \hline Number of reviews \(\times\) transfer to paid service & 0.533*** & 0.000 & 2.923 & 0.004 \\ \hline Review rating \(\times\) publication time & 3.105 & 0.245 & 1.478 & 0.142 \\ \hline Number of reviews \(\times\) publication time & 0.102 & 0.000 & 0.812 & 0.418 \\ \hline \multicolumn{4}{c}{\({}^{*}p<0.1,\)** \(p<0.05,\)*** \(p<0.01,\) F value = 3.93, \(p=0.000\).} \\ \end{tabular}
\end{table} 
Table 4: Linear probability model analysis results for the first period (dependent variable = gamification). \begin{table}
\begin{tabular}{c c c c c} \hline
**Variables** & **Standard Beta** & **Standard Error** & \(t\)**-Value** & \(p\)**-Value** \\ \hline Review rating & \(-0.051\)** & 102.305 & \(-2.006\) & 0.047 \\ \hline Number of reviews & \(-2.117\) & 0.003 & \(-0.227\) & 0.821 \\ \hline Review rating \(\times\) author experience & 2.206 & 19.094 & 0.601 & 0.549 \\ \hline Number of reviews \(\times\) author experience & 0.244 * & 0.000 & 1.783 & 0.077 \\ \hline Review rating \(\times\) genre & 1.107 & 41.811 & 0.702 & 0.484 \\ \hline Number of reviews \(\times\) genre & 0.039 & 0.002 & 0.217 & 0.829 \\ \hline Review rating \(\times\) completion of publication & 6.687 ** & 94.941 & 2.352 & 0.020 \\ \hline Number of reviews \(\times\) completion of publication & 0.207 & 0.004 & 0.941 & 0.348 \\ \hline Review rating \(\times\) transfer to paid service & 7.918 ** & 90.201 & 2.341 & 0.021 \\ \hline Number of reviews \(\times\) transfer to paid service & 0.442 ** & 0.002 & 2.531 & 0.012 \\ \hline Review rating \(\times\) publication time & 3.726 * & 94.899 & 1.856 & 0.066 \\ \hline Number of reviews \(\times\) publication time & 0.033 & 0.004 & 0.277 & 0.782 \\ \hline \multicolumn{4}{c}{\({}^{*}p<0.1,\)** \(p<0.05,\) F-value = 5.06, \(p=0.000\).} \\ \end{tabular}
\end{table} 
Table 3: Results of regression analysis for the first period (dependent variable = publication period). PubMed: publication period; RevRating: review rating; NumReview: number of reviews; AutExp: author experience; Compl: completion of publication; PayService: transfer to a paid service  
Ten interaction terms were included to test the interaction between eWOM (review rating and number of reviews) and five webtoon characteristics for publication period and gamification. For example, the interaction between author experience and review rating and between author experience and the number of reviews indicates that the effects of eWOM are more pronounced when authors have considerable experience compared to when they have little experience. Author experience and genre interact with the number of reviews to affect gamification. The transfer to a paid service interacts crucially with review rating, and the number of reviews and affects both the publication period and gamification.