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Here the Radboud University presents theses written by students affiliated with the various bachelor and master programmes offered at the Radboud University, as well as papers written by students of the Radboud Honours Academy.
Recent Submissions
Item Analysing Critical Factors in Public-Private Partnerships for Brownfield Redevelopment in Overijssel(2024-06-25)The Netherlands is facing challenges regarding its physical surroundings. Therefore, there is a call for minimising the need for greenfield locations. Redeveloping brownfield sites in the Netherlands can reduce the need for greenfield locations. The government suggests that brownfield sites should be redeveloped by forming Public-Private Partnerships. However, little research has been done on the relationship between Public-Private Partnerships (PPP) and Brownfield Redevelopment (BR) projects in the Netherlands. This research aims to narrow the gap in the existing literature by exploring the relationship between PPPs, BR and CSFs. Through qualitative multiple case study research, data were collected via document analysis, stakeholder interviews, and an expert interview. The analysis showed that the PPP was a concession in all cases. The initiative lay with the public actors, while the private actors were responsible for land development. Outcomes varied but generally included job creation, increased usage, and improved design. Key CSFs identified as crucial for BR success aligned with the theoretical framework, highlighting their importance in achieving positive social-economic and liveability outcomes. The study concludes that specific CSFs within concession-form PPPs positively influence BR success, suggesting the need for further research concerning other PPP forms.Item AI-enabled personalization: sparking action or just a fad? An eye-tracking study exploring the relationship between AI-personalized content, affective customer experience, and customer behavior, considering the effect of AI attitude.(2024-07-02)This study explores the impact of artificial intelligence (AI) in education, aiming to enhance financial well-being by improving financial literacy among students. Specifically, students receiving personalized financial content via an AI avatar are studied, aiming to investigate their experience and their search behavior. Furthermore, the role of AI attitude is investigated. A one-factor between-subjects experimental design was used with 117 students from Radboud University (NL). Participants were randomly assigned to either personalized or non-personalized content conditions. The experiment was conducted using the Wizard-of-Oz method and an eye-tracker. PLS-SEM was used to gain valuable insights into the proposed hypotheses. The findings show that AI-personalized content positively affects students’ search behavior. However, there was no evidence for an indirect effect of AI personalization on the students’ search behavior, through the affective customer experience (CX). Nevertheless, a positive effect of CX on customer behavior was found. There was no support for the moderating relationship of AI attitude on the relationship between AI personalization and affective CX, nor on the relationship between AI personalization and search behavior. The findings show that AI-personalized content in education positively affects student behavior, contributing to the aim of increasing financial well-being.Item Personalization of AI-generated content(2024-07-02)This thesis examines the effects of personalized AI-generated content on customer choice behavior while focusing on perceived AI usefulness and cognitive load. The study analyzes how consumers interact with AI-generated content and their cognitive processes using eye-tracking technology. This research uses a between-subject experimental design, in which 117 respondents from Radboud University participated. The participants interacted with AI about a financial literacy topic during the experiment. Personalization was manipulated to create two conditions. The findings show that personalization increases the perceived usefulness of AI, but it has no direct impact on choice behavior or lowering cognitive load. However, additional analysis showed that personalization increases the perceived AI usefulness, which subsequently raises the learning motivation. This study contributes to the existing body of knowledge by providing insights into the personalization of AI-generated content in a financial literacy context, highlighting the potential of AI to transform education by enabling more personalization and accessible learning. Finally, the findings highlight the need for more empirical research on the cognitive and behavioral effects of personalization in the AI context. This can help understand the different mechanisms underlying the customer experience and behavioral outcomes in the context of AI.Item Tailored, more than ever.(2024-07-04)opic intrigue. This thesis explores the impact of personalized generative artificial intelligence (AI) on consumer cognition and behavior within the marketing domain. The advent of AI and its integration into personalized marketing strategies has revolutionized how businesses interact with consumers, enabling the delivery of customized content tailored to individual preferences. Despite the rapid growth of AI technologies since 2020, there remains a need for in-depth research to understand its effectiveness fully. The research focuses on how personalized AI solutions influence consumer behavior and cognition, particularly through initial intrigue. Initial intrigue, an essential factor in consumer engagement, was hypothesized to moderate the relationship between personalized AI and consumer behavior. A mixed-method approach was employed, involving a survey and an experiment conducted on 200 participants from Radboud University, with 117 valid responses due to technological limitations. The survey assessed participants' initial interest in financial literacy, while the experiment measured cognitive responses using eye-tracking technology and the decision to take a flyer as a behavior indicator. Key findings revealed no significant relationship between personalization and consumer behavior, challenging prevailing assumptions about AI's effectiveness in marketing. While there was some evidence suggesting a positive relationship between pupil dilation and desired behavior, overall results did not support the hypothesis that personalization leads to enhanced cognitive and behavioral responses. Despite the limitations, including the restricted level of personalization and generalizability, this research provides valuable insights into the nuanced impact of personalized generative AI in marketing. It underscores the necessity for ongoing refinement and a deeper understanding of consumer preferences to develop more effective marketing strategies.Item “Expedition to Feline Tribe Matses”: Colonial Echoes in Indigenous Tourism Representations(2024-07-08)This paper aims to examine the representation of the Indigenous group Matses on travel tour websites. The Matses are a tribal community native to Peru and Brazil, and they have faced persecution throughout the years, which has historically caused them to be relatively reclusive. Nowadays, you can visit their reserve with expeditions you can book through websites. Through analysis of the visual and textual representations of the Matses on one of these sites called Jungle Reps, this study demonstrates that the narratives utilized around this group are mostly based on stereotypes and myths, with the myths of the ‘noble s*vage’ and the “unpolluted” appearing most frequently. As this representation can have real-world implications, this study hopes to contribute to the conversation around Indigenous tourism in a meaningful way.
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