应管理学院的邀请，宁波诺丁汉大学副校长Alain Chong教授于2025年3月17日上午10点在主楼418会议室做了题为“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”的学术报告。报告会由尹秋菊教授主持，学院众多师生参加了报告会。

Alain Chong教授介绍了一种在线下购物环境中用于确定对用户显著的关键增强现实（AR）因素的两阶段混合方法。虽然AR技术可以融合“真实”和“虚拟”，但从用户的角度对其独特功能的研究仍然有限。通过应用这一方法，可以显著解决现有研究的空白，确定在这种情况下对用户显著的关键AR因素，并探讨AR可能对他们有利的原因。在第一阶段，使用了一种定性的方法，结合了可视性和终端链理论，从用户的角度揭示了与线下购物相关的AR因素。第一阶段的研究结果强调了视觉现实主义作为一个独特的AR设计特征，并发现低视觉真实感（例如，卡通与现实的AR设计）可以激发创造性思维，这表明这样的设计可能有利于引入需要创造力的新产品。在第二阶段，通过实验设计测试并验证了这一见解，重点关注新产品的接受程度。Alain Chong教授的研究发现为概念化和有效地实现真实和虚拟AR定义属性的集成提供了有价值的启示。

报告结束后，与会师生与Alain Chong教授展开了积极、充分的讨论。报告反响热烈，受到师生们的一致好评。

Alain Chong教授简介：

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 外国优青. Alain received the Westlake Friendship Award in 2023, the Ningbo Camellia Award in 2022 and Ten Outstanding Young Malaysians in 2012.