Rate My Professor Ivy Hii

Dr. Hii's research interests include personal finance, behavioural finance and economics, and consumer behaviour. Her scholarly work addresses critical areas such as financial literacy, stock market participation, behavioural biases in investment decisions, the role of financial advice, and the influence of digital tools like Internet wealth management services and social media influencers on savings and investment behaviours. Key publications include 'Financial Literacy, Financial Advice, and Stock Market Participation: Evidence From Malaysia' in the Journal of Financial Counseling & Planning (2022, 22 citations); 'The borders are re-opening! Has virtual reality been a friend or a foe to the tourism industry so far?' in Asia Pacific Journal of Marketing and Logistics (2023, 60 citations); 'STARA fight or flight: a two-wave time-lagged study of challenge and hindrance appraisal of STARA awareness on basic psychological needs and individual competitiveness' in Current Issues in Tourism (2024, 46 citations); 'Does artificial intelligence improve hospitality employees’ individual competitive productivity? A time-lagged moderated-mediation model involving job crafting and meaningful work' in Current Issues in Tourism (2025, 38 citations); and 'Savings in the digital age: can Internet wealth management services enhance savings behaviour among Chinese Gen Z?' in Managerial Finance (2025, 10 citations). Her publications demonstrate impact across finance, marketing, and interdisciplinary fields, contributing to understandings of consumer financial behaviours in dynamic economic contexts. Dr. Hii engages in university-industry collaborations, knowledge transfer programs, and external engagement activities to bridge academia and practice.