Profile
En began his PhD in Digital Marketing at Loughborough University in April 2023, specialising in the techno-psychology and behaviour of online users through the lens of AI-driven tools. His research focuses on the technopsychological, using advanced methods such as neuroimaging and systematic literature reviews to examine the interactions between AI and users with different cognitive profiles. En's work investigates how cognitive diversity impacts user engagement in human-AI interactions, offering significant insights into enhancing the user experience and personalisation in AI-driven platforms. His research advances academic understanding and has practical applications in business and AI technology development.
Background
En demonstrates leadership and communication skills throughout his academic career. In May 2023, he achieved second place in the 3-Minute Speech Competition at Loughborough London, highlighting his ability to present complex ideas in a concise and persuasive manner. He presented his research findings at the Loughborough University Summer Showcase in July 2023, contributing to valuable academic discussions. Moreover, En was elected as the student representative for the Institute of Digital Technology at Loughborough London in October 2023, where he continues to advocate for student interests while refining his leadership and interpersonal skills.
En is also a member of the Academy of Marketing.
PhD research
En’s research investigates how AI features such as Anthropomorphism, Reflexivity, and Reinforcement influence user interaction. This research captures and analyses user behaviour data using quantitative research methods and experimental tools like eye-tracking, blood oxygen monitoring, and facial expression recognition. This research contributes to academia by providing a deeper understanding of human-computer interaction and offering a theoretical framework for future studies. Socially, it highlights the implications of human-like AI, informing ethical guidelines for responsible AI usage. For businesses, the findings provide actionable insights into designing AI interfaces that enhance user engagement and satisfaction, leading to improved AI-driven services and products.
PhD Supervisors: Dr Meng Jie and Dr Safak Dogan.