Proceedings of Global Business and Social Science Research Conference
11 - 13 May 2015, Grand Mirage Hotel, Bali, Indonesia, ISBN: 978-1-922069-75-7
What Does “The Curation Application” Affect To “GenerationMaybe”?
Eun Kyoung Han1 and Dae Han Kang2
The “Generation Maybe”, means people who don‟t know how to make decision and baulk
that situation of choice, so tend to delay to choose it. Because a lot of chances are round
them, they don‟t know and sure what choice is best to them. Even they will have
experienced difficulty in shopping, so they need to recommendation.
On the other hand, many „Curation services‟ help customers‟ choice as recommender and
guide, by network service. Then, are they who are most hesitate customers may more
positive to curation service? Also, what kind of psychological motivation between
interdependent and independent?
Focusing on this point, this study examined the regression relationship between
consumer‟s purchase delay as independent variable, and attitude on curation service as
dependent variable. Also to know which personality is main cause of purchase delay on
shopping situation, Self-construal is used as a moderator. 2(Purchase delay: High / Low)
X 2(Self-construal: Independent / Interdependent) ANOVA analysis is used to verify
hypotheses. About investigation result, conclusion with implication also discussed.
Keywords: Curation service, Generation Maybe, Purchase delay, Self-construal,
Personality
1
Dr. Han, Eun Kyoung (Full-time Faculty), Department Journalism and Mass Communications, 25-2,
Sungkyunkwan-Ro, Jongno-Gu, Seoul, Korea. Email: bird24@skku.edu, Mobile: 82-10-3702-1226 FAX: 822-760-0930
2
Mr. Kang, Dae Han (Master’s & Ph. D Joint Program), Department Journalism and Mass Communications,
25-2, Sungkyunkwan-Ro, Jongno-Gu, Seoul, Korea. Email: gota98@gmail.com, Mobile: 82-10-4384-9709
FAX: 82-2-760-0930