Master's and Honours research
Learn about some of the Master's and Honours students at the Wellington School of Business and Government and their research.
- Michael Allan
- Deepak Gautam
- Joel Hassan
- Zeina Ibrahim
- Diana Kham
- Annabel McKenzie
- Brenna McSweeney-Harte
- Otila Osborne
- Luo (April) Shuxin
- Joannah Sue
- Tayla Yates
- Jonathan Yue
Michael Allan
Qualification
BCom Honours in Marketing
Title
The influence of model ethnicity and online ethnic targeted advertising on Asian identifying consumer purchase intentions
Description
Previous research indicates that consumers generally prefer advertisements that feature ethnically similar models, however most of these studies are conducted using Hispanic or Black consumer samples in the context of outdated targeted marketing practices in the United States. This limits the generalisability of these studies to Asian consumers in New Zealand (an increasingly relevant consumer group) who are more likely to be exposed to modern, internet-based advertising materials than traditional physical media. Through a survey and subsequent quantitative analysis of data from 100 Asian identifying consumers based in New Zealand, this study aimed to adapt and modernise existing research to be more useful to New Zealand businesses. For our sample population, we found that Asian consumers who identify more strongly with their ethnicity also identified strongly with advertisements featuring ethnically similar models, which in turn made them more likely to purchase products advertised in this manner. Hopefully, this research will provide another tool for businesses to segment consumer groups and appeal their products to a more diverse market.
Deepak Gautam
Qualification
MCom in Information Systems
Title
Student transition from face-to-face to online learning: Student’s perceptions and experiences
Description
The study investigates students’ experience and perceptions toward the transitions from face-to-face (FTF) to online learning during the COVID-19 pandemic. A survey was conducted involving 67 students to gauge their experiences and perceptions towards the learning transition: 41 students (FTF cohort in 2019) who experienced FTF learning methods and 26 students (online cohort in 2020) who were required to do online learning at Victoria University of Wellington, New Zealand.
This study revealed that students who had a positive experience with their online learning method are likely to prefer online over FTF. However, it was found that extraversion has a negative influence on overall course evaluation.
This study has provided an insight into how education institutions could enhance their learning and teaching preparedness, particularly in case of crisis, by understanding students’ experiences and preferences on learning transitions.
Joel Hassan
Qualification
BCom Hons in International Business
Description
The purpose of my research project was to understand how New Zealand SME exporters built resilience into their supply chains during COVID-19. To answer this question, I conducted a multiple case study analysis on five SME exporters from New Zealand. I found that supply chain resilience could be achieved through bridging or buffering strategies and that SME perception of control impacted the decision to choose a particular strategy. Through these findings, New Zealand SME exporters can better defend their supply chains against future disruptions.
Zeina Ibrahim
Qualification
MCom in Human Resource Management and Employment Relations
Title
What organisations can do to integrate and welcome former refugees into their workplace.
Description
The refugee quota will soon be increasing in New Zealand and all around the world. Yet, former refugees/new kiwis are still facing forms of discrimination and exclusion at work because they are viewed as others, which makes it more difficult for former refugees to feel like they are fully resettled in their new home. Exclusion at work has also shown to impact productivity and performance. Therefore, by interviewing former refugees that are currently employed and employers/managers that work with former refugees this research can determine what practices and behaviours work to integrate former refugees into their workplace. The data gathered from both employees and employers has revealed a consistent pattern, where simple informal and formal practices and behaviours can work and make a huge difference in former refugees' resettlement. Inclusion of former refugees into the organisation requires little effort. Therefore, finding solutions around exclusion and adaptation at work, where most former refugees spend their time, is crucial in preparation for the increase of refugee quotas in New Zealand and around the world to help support and welcome new kiwis into society and organisations.
Diana Kham
Qualification
Master of Tourism Management
Title
The role of destination image in influencing environmentally sustainable purchasing behaviour of tourists
Description
A large proportion of typical holiday activities are directly dependent on the natural resources at the destination and as these natural areas represent the main resource for many tourism destinations (Dolnicar & Leisch, 2007), destinations are under pressure to protect it. Current efforts to promote pro-environmental behaviors by tourists found largely ineffective. This is partly because the travel context of tourists is often ignored when studying environmentally sustainable behaviors despite the significant impact it can have on tourists’ behavior. Current literature looking at destination image offers limited insight into how (or if) destination image influences environmentally sustainable behavior of tourists outside of product-specific contexts such as eco-tour experiences or green accommodations. To fill this research gap, this thesis examines the role of destination image in influencing tourists' environmentally sustainable (tourism-related) purchasing behavior in New Zealand.
This thesis adopted a qualitative approach. The data collection consisted of 25 semi-structured in depth interviews with international tourists in New Zealand. Data were then analyzed using framework analysis technique. The analysis focused on three things: (1) how New Zealand is perceived by tourists, (2) tourists’ intentions of behaving environmentally sustainable, and (3) identifying aspects of the destination image that evoke or trigger pro-environmental intentions by tourists.
The findings revealed that destination image does play a role in influencing environmentally sustainable purchasing behavior by not only evoking pro-environmental intentions but by also providing an encouraging and enabling environment. The characteristics and qualities of New Zealand that were found particularly influential in evoking a sense of responsibility and/or connection towards nature were the fragile environment appeal, dependence on nature, aesthetically pleasing, and unique landscape). Other factors contributing to this were also identified providing a more comprehensive understanding of how the relationship is moderated. These factors were personal factors, habit and routine, contextual factors, personal capabilities, and attitudinal factors.
The outcome of this research carries important implications particularly for destination managers and destination marketers wanting to promote environmentally sustainable (tourism-related) purchasing behavior. The complexity of environmentally sustainable behavior and the subjective nature of destination image however require further research, especially in identifying the applicability of this study to other (types) of destinations.
Annabel McKenzie
Qualification
BCom Hons in Management
Title
Women’s career progression in male dominated industries
Description
The purpose of my research was to explore women’s career progression in male dominated industries, identifying factors that aid and hinder women. The research question, 'How does being a woman impact and influence women’s career progression into managing roles in male dominated industries?' was explored using qualitative methods, with an interpretivist paradigm. Data was collected in four semi structured interviews with women managing in male dominated industries. Key factors that were found to support women career progression include women’s ability to relate well to clients and colleagues, flexible hours, organisational sponsorship but not tokenism, androgynous traits and confidence in own capabilities. Learning of these factors will enable women in the future seeking to progress their careers and is useful for organisations looking to support the women they employ to progress their careers – supporting hopes of a more equitable future.
Brenna McSweeney-Harte
Qualification
BCom Honours in International Business
Title
Culture and perceptions of COVID-19 change: A comparison between New Zealand and mainland China
Description
I am researching how one’s nationality and certain personal culture orientations (such as interdependence, tradition and prudence) shape understanding and perceptions of change associated with COVID-19. As research shows that human cognition and perceptions differ significantly across cultures, this is a question for both managers and academics. To investigate this question, I surveyed both New Zealand and Chinese university students, in both English and Mandarin Chinese. New Zealand students made predictions that were consistent with current trends and had more negative perceptions of COVID-19, whereas Chinese students made predictions that were less consistent with current trends and had more optimistic perceptions of COVID-19. This research will help managers and academics as to how different cultures understand, perceive and react to an event like COVID-19.
Otila Osborne
Qualification
BCom Hons in Marketing
Title
The effects of social isolation on online hedonic consumption of baby boomer women
Description
The term 'hedonic consumption' is defined as 'pleasure and excitement seeking, feel good and pain avoidance consumption behaviour.'
In 2030, the last of the Boomers will be at the NZ retirement age of 65 years. Women in this demographic are highly likely to experience financial hardship in retirement. Research indicates social isolation and financial hardship are strongly linked to depression, decreased levels of psychosocial and cognitive health, increased mortality and reduced levels of wellbeing.
Results from this Honours study indicated the psychosocial effects of social isolation significantly impacted the online hedonic consumption behaviours of this demographic. Although Baby Boomers makeup more than 70% of the nation's disposable income little is known about their online consumption behaviours.
The objective of extending this subject into a Ph.D. study is to understand the motivating factors that influence the online consumption behaviours of Baby Boomer women in retirement.
Luo (April) Shuxin
Qualification
MCom in Information Systems
Title
Social networking issue with the attendance of virtual academic conferences
Description
This research reports on the findings of an online questionnaire that was conducted with scholars at Victoria University of Wellington to investigate the critical value propositions affecting their participation in virtual conferences. Previous literature showed that although there is discussion on the development of virtual conferences there is no literature which compares all the characteristics and advantages of virtual conferences. Therefore, this study addresses this gap in the literature by summarizing various views on conferences and dividing them into four categories: facilitative value, economic value, social value, and environmental value. A theoretical model was developed by defining these four values as four independent variables and adding the intention of scholars to participate in a virtual conference as the dependent variable. The findings show that social issues are the main reason why scholars are unwilling to participate in virtual conferences. Academic institutions need to take action to develop social information technology in order to improve the social interaction of scholars attending virtual conferences.
Joannah Sue
Qualification
MCom in International Business
Title
A phenomenological study of how support services are able to aid victims of identity theft in New Zealand
Description
I investigated two questions:
- To what extent are support agencies and services equipped to help victims of identity theft recover?
- How are support mechanisms for victims of identity theft able to alleviate or exacerbate their distress?
I recruited six participants from six agencies across the spectrum of organisations that support victims of identity theft in New Zealand to help answer my questions.
I found that there are still some gaps that need improvement within the support services, such as collaboration between public and private sectors and more training. Furthermore, there needs to be a shift in societal attitudes. To overcome this, educational materials will be helpful along with more victim support.
The results of this study aim to provide practitioners with an understanding of how support processes and systems can be improved to better assist victims’ recovery. For academics, it aims to provide a deeper understanding of the extent to which support advocates are able to provide support to identity theft victims.
Tayla Yates
Qualification
BCom Honours in Information Systems
Title
Is the Privacy Paradox applicable to university students who are required to use the university software Panopto?
Description
Due to COVID-19, educational institutions have been forced to move from face-to-face teaching to online teaching, relying on technology more. This presents an interesting dichotomy between students' right to privacy vs their need to use software to engage in courses. This research has applied this dichotomy to the theory of the privacy paradox, which is concerned with the difference between user's privacy attitudes and their actual privacy behaviour. Within this research, nine semi structured interviews were conducted with students in order to understand how being required to use the University software ‘Panopto’ affected their views of privacy.
Jonathan Yue
Qualification
MCom in International Business
Title
Leader’s emotional intelligence qualities build organisational resilience
Description
My research has both academic and practical applications as COVID-19 has impacted all of society. This research is to be done through a quantitative research methodology surveying New Zealand business managers, CEOs, and owners of SMEs and larger firms. I aim to find the links required for leaders to be able to handle future crises when they occur and for organisations to be resilient in those times.