應(yīng)偉德國際1946bv官網(wǎng)的邀請，寧波諾丁漢大學副校長Alain Chong教授于2025年3月17日上午10點在主樓418會議室做了題為“When Virtual and Physical are Brought Together via Augmented Reality (AR): A Mixed-Method Approach of Understanding AR Affordances and Its Design in Offline Retail”的學術(shù)報告。報告會由尹秋菊教授主持，學院眾多師生參加了報告會。
Alain Chong教授介紹了一種在線下購物環(huán)境中用于確定對用戶顯著的關(guān)鍵增強現(xiàn)實（AR）因素的兩階段混合方法。雖然AR技術(shù)可以融合“真實”和“虛擬”，但從用戶的角度對其獨特功能的研究仍然有限。通過應(yīng)用這一方法，可以顯著解決現(xiàn)有研究的空白，確定在這種情況下對用戶顯著的關(guān)鍵AR因素，并探討AR可能對他們有利的原因。在第一階段，使用了一種定性的方法，結(jié)合了可視性和終端鏈理論，從用戶的角度揭示了與線下購物相關(guān)的AR因素。第一階段的研究結(jié)果強調(diào)了視覺現(xiàn)實主義作為一個獨特的AR設(shè)計特征，并發(fā)現(xiàn)低視覺真實感（例如，卡通與現(xiàn)實的AR設(shè)計）可以激發(fā)創(chuàng)造性思維，這表明這樣的設(shè)計可能有利于引入需要創(chuàng)造力的新產(chǎn)品。在第二階段，通過實驗設(shè)計測試并驗證了這一見解，重點關(guān)注新產(chǎn)品的接受程度。Alain Chong教授的研究發(fā)現(xiàn)為概念化和有效地實現(xiàn)真實和虛擬AR定義屬性的集成提供了有價值的啟示。
報告結(jié)束后，與會師生與Alain Chong教授展開了積極、充分的討論。報告反響熱烈，受到師生們的一致好評。
Alain Chong教授簡介：
Professor Alain Chong is Vice Provost for Global Engagement and Partnerships and Professor of Information Systems at the University of Nottingham Ningbo China. His research focuses on exploring the impact of disruptive technologies on individuals and organisations. Alain has published in the Journal of the Association for Information Systems, Journal of the Academy of Marketing Science, Information Systems Journal, Journal of Information Technology, Information & Management, Decision Support Systems, among others. He has published in over 100 SSCI/SCI journals. Alain has received major grants in the countries and regions where he has worked, including the NSFC Research Fund for International Young Scientists, also known as 外國優(yōu)青. Alain received the Westlake Friendship Award in 2023, the Ningbo Camellia Award in 2022 and Ten Outstanding Young Malaysians in 2012.
