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Advances in autonomous technology have transformed customer experience. Most prior research has investigated the effect of augmented reality (AR) on purchase intention, yet few research has discussed the effect of semiautonomous AR in the context of service use. Semiautonomous AR recognizes content in the present reality, inserts and adjusts virtual content, supervises the users and enables them to feel in control of the virtual content overlaid in observed reality resulting in enriched user experience and thereby augmentation experience. This research demonstrates how perceived control of virtual content leads to higher perceived augmentation experiences among semiautonomous AR users than among non-AR users. In addition, this research examines the mediation effects of enriched user experience and perceived augmentation experience on user satisfaction and users’ willingness to continue using AR. Results also indicate that AR users perceive a higher augmentation experience than non-AR users. However, users’ willingness to continue using AR is not significantly different between AR and non-AR users.

This study derives six hypotheses and uses a preliminary study, a field study and a lab study to evaluate the hypotheses. A field study was conducted in a car dealership to test the hypotheses, and a lab experiment was conducted in a controlled setting to corroborate the results obtained in the field study and test the underlying causal effects.

Semiautonomous AR can constantly sense, plan and not necessarily always act over the virtual content to sustain the interaction with its users. Perceived control of virtual content enhances perceived augmentation experience, and its effect of perceived control of virtual content on perceived augmentation experience is higher among semiautonomous AR users than among non-AR users. Perceived control of virtual content is a key to enriched user experience, augmentation experience and thereby users’ attitude and behavior. In addition, results showed that enriched user experience mediates the effect of perceived control of virtual content on perceived augmentation. User satisfaction mediates the effect of perceived augmentation experience on users’ willingness to continue using AR. The theoretical and practical contributions are comprehensively discussed.

Some limitations of the studies are ascertained. First, a larger sample size might be required to achieve generalizability and a strong test of the applied theory. Second, new field studies can reflect customers’ real attitudes and behaviors so as to reveal realistic interactions between the device properties and the human will in solving actual problems. The user is interested in participating in the solution within the sensing-planning-acting process as depicted by this research. Third, new research to test AR’s capabilities in bounded and symbiotic conditions can illustrate the level of autonomy each type requires, providing additional insights into why supervised AR autonomy best reflects semiautonomous AR. The pioneering structural model offered in this study (perceived control of virtual content-perceived augmentation experience-users’ satisfaction-users’ willingness to continue using AR) should be tested with new samples in other industries, aside from including other variables that may enrich the model and increase its explanatory power. In addition, future research might use other AR devices such as smart glasses to explore the effects of AR on perceived control of virtual content, enriched user experience and perceived augmentation experience. Future studies can investigate the effect of auditory and visual augmentation on enriched user experience and perceived augmentation experience, and involve features of artificial intelligence (AI) to assist users in decision-making. Regarding context, this research showed that age and gender differences did not affect the results. Nonetheless, age and gender, and perhaps additional demographic characteristics, may concern future studies.

Some recommendations for technology developers are derived from this research. AR is revolutionizing service experience. As technologies are becoming autonomous, developers seek ways to design experiences to enhance consumers’ sense of control over their interaction with such systems. Companies cannot create customer experience (Becker and Jaakkola, 2020), yet they can leverage the level of autonomy in AR to sustain ongoing interaction with customers. It is vital to design an autonomous AR that focuses on users’ needs, desires and well-being (de Bellis and Johar, 2020) that drive novel experiences (Novak and Hoffman, 2019). This study recommends AR developers design autonomous features in AR that enable customers to interact with the virtual contents generated by AR and extend their own capabilities to perform a task and feel expanded. While designing a fully autonomous system may hinder users to feel in control of their choice (Schmitt, 2019), service companies can develop an AR system that sustains an interaction, involves the user in value co-creation and guides the user (Alimamy and Gnoth, 2022). AR can sustain an interaction with the users by continuously scanning the objects in the reality and providing sensory feedback such as product size recommendations (e.g. eyeglasses) that facilitate customers’ information processing (Poushneh, 2021b; Heller et al., 2019). To achieve this, developers may focus on technology qualities such as “image recognition,” a subset of AI. With image recognition, AR can effectively provide instruction as if the customer is in a real setting. The proper incorporation of image recognition in the design of AR while enabling users to interact with 3D virtual images sustains their interaction with AR and makes them feel in control of their interaction with AR. Service companies need to ensure users feel in control of their interaction and expand their capacities to engage in the service experience with AR to accomplish their desired tasks. AR’s capacities enable users to expand their abilities to fix their basic service problems without referring to or speaking to a service provider agent in a service context. Therefore, instead of taking their car back to the dealership, customers can use AR mobile applications or glasses provided by car manufacturers to learn and fix basic vehicle problems.

This research advances the marketing literature on how users feel in control of virtual content when they interact with a semiautonomous AR that subsequently influences enriched user experience, perceived augmentation experience, attitudes and behavior.

This paper aims to understand how the perceived usefulness of voice assistants (VAs) is affected by the perceived quality of the process (interaction) and the outcome (information). The authors also aim to determine the extent to which the perceived usefulness of VAs improves the perceived privacy associated with their use and increases users’ intention to continue using them. Consumer technology innovativeness is included as a personal trait moderator, to compare the results between tech and nontech innovators. For this purpose, the authors use the framework of the uses and gratifications theory (U&GT).

A survey of 467 VA users was conducted and structural equation modeling was used to analyze the data.

The authors identify two main determinants of the perceived usefulness of VAs that influence users’ intention to continue using this technology, process quality and outcome quality. These two factors influence the continued use of VAs in different ways depending on the technology innovativeness of the consumers. The results show that tech innovators are oriented toward the interactive experience, and therefore, mainly value the process quality. In addition, nontech innovators are oriented toward a satisfactory response from VAs, and therefore, primarily value the outcome quality. In addition, the positive effect of perceived usefulness on perceived privacy is higher for tech innovators.

This study enhances the literature on the perceived usefulness of VAs within the framework of U&GT. It identifies two antecedents (process quality and outcome quality) of perceived usefulness and observes significant differences based on technological innovativeness.

Este artículo tiene como objetivo entender cómo la utilidad percibida de los Asistentes de Voz (AV) se ve afectada por la calidad percibida del proceso (interacción) y el resultado (información). Asimismo, busca determinar hasta qué punto la utilidad percibida de los AVs mejora la privacidad percibida asociada con su uso y, consecuentemente, la intención de los usuarios de seguir utilizándolos. La innovación tecnológica se incluye como moderador personal para comparar los resultados entre innovadores tecnológicos y no tecnológicos. Para este propósito, utilizamos la Teoría de Usos y Gratificaciones (U&GT).

Se realizó una encuesta a 467 usuarios de AVs, y se utilizó la modelización de ecuaciones estructurales (SEM) para analizar los datos.

La calidad del proceso y la calidad del resultado son antecedentes claros de la utilidad percibida de los AVs, que afecta a la intención de los usuarios de seguir usándolos. La influencia de ambos factores difiere entre usuarios según su nivel de innovación tecnológica. Los resultados muestran que los innovadores tecnológicos valoran más la experiencia interactiva y la calidad del proceso, mientras que los no innovadores tecnológicos se enfocan en obtener respuestas satisfactorias de los AVs. Además, la influencia positiva de la utilidad percibida en la privacidad percibida es más pronunciada en los innovadores tecnológicos.

Este estudio enriquece la literatura sobre la utilidad percibida de los AVs dentro del marco de la U&GT. Identifica dos factores previos (calidad del proceso y calidad del resultado) de la utilidad percibida y observa diferencias significativas basadas en la innovación tecnológica.

本文旨在了解语音助手（VAs）的感知有用性如何受到过程（交互）和结果（信息）的感知质量的影响。我们还旨在确定语音助手的感知有用性在多大程度上改善了与使用语音助手相关的感知隐私, 并提高了用户继续使用语音助手的意愿。我们将消费者的技术创新性作为个人特质调节因素, 以比较技术创新者和非技术创新者的结果。为此, 我们使用了 “使用与满足理论"（U&GT）框架。

我们对 467 名增值服务用户进行了调查, 并使用结构方程模型（SEM）对数据进行了分析。

我们确定了影响用户继续使用该技术意向的虚拟机构感知有用性的两个主要决定因素：（1）过程质量和（2）结果质量。根据消费者的技术创新能力, 这两个因素以不同的方式影响着虚拟现实技术的持续使用。结果显示, 技术创新者以互动体验为导向, 因此主要看重过程质量。此外, 非技术创新者倾向于从虚拟机构获得令人满意的回应, 因此主要看重结果质量。此外, 对于科技创新者来说, 感知有用性对感知隐私的积极影响更大。

本研究在 U&GT 框架内加强了有关虚拟机构感知有用性的文献。它确定了感知有用性的两个前因（过程质量和结果质量）, 并观察到了基于技术创新性的显著差异。

As Ratnam makes clear, a cultural–historical perspective on teacher/faculty excessive entitlement is indispensable if we are to use this concept to work with, rather than undermine, education practitioners. In this chapter, a networked relational model of activity is proposed as a tool for understanding excessive entitlement from a cultural–historical activity theory (CHAT) perspective, so that the transformative potential of both entitlement and the modeling of it may be harnessed. The networked relational model, which represents CHAT activity systems as a hand-draw or painted network of relationships between actors and artifacts, allows its creators, in their capacity as researchers or academics, to use it as an imaginative artifact in the Wartofskian sense. That is, by representing activity systems of academic performance as networks of interacting entities, the emergence of excessive entitlement can be traced to, and perhaps mitigated through the relationships that they represent. In this regard, the why, what, and how artifacts proposed by Engeström are taken up as useful means for enhancing the functioning of the networked relational model not just as a tool for analyses of entitlement but also a means for envisioning alternative countercultures into being.

Organizational sociology and organization studies have a long history together, while also sharing a proclivity to self-diagnose crises. Instead of taking these assessments at face value, this paper treats them as an object of study, asking what conditions have fueled them. In the case of organizational sociology, there are indications of a connection between rising levels of discontent and community building: self-identified organizational sociologists have progressively withdrawn from general debates in the discipline and turned their attention to organization studies, which, they suspect, has seen dramatic levels of growth at their expense. Organization studies, on the other hand, are still haunted by “a Faustian bargain”: leaning heavily on the authority of the social sciences, business school faculty were able to facilitate the emergence of a scholarly field of practice dedicated to the study of organizations, which they control. However, in doing so, they also set organization studies on a path of continued dependence on knowledge produced elsewhere: notably, by university disciplines such as sociology.

In this chapter, we examine the negative impact of excessive teacher entitlement on school life. We argue that teacher entitlement goes beyond individual traits, intricately linked to sociocultural processes and power dynamics within and outside educational institutions. The focus is on theoretical foundations to understand pedagogical practices in science education, highlighting two key components contributing to excessive teacher entitlement. First, we discuss the relationship between teachers and scientific knowledge, emphasising that a narrow view of science may create a strong hierarchical dynamic in classrooms, with teachers positioned as knowledgeable authorities and neglecting students' needs. Second, the organisation of interaction between teachers and students is explored, emphasising how teachers perceive and wield authority. We recognise the limitations of common critiques of authority in science education, as they may lead to excessive indulgence or indifference. We propose a teaching framework based on cultural-historical activity theory to address or prevent excessive teacher entitlement in science classrooms. While acknowledging the phenomenon's complexity, the framework is presented as a pedagogical reorientation addressing identified underpinnings. The study concludes by suggesting that the proposed framework, grounded in science education experiences, could serve as a foundation for understanding and addressing excessive teacher entitlement across various academic fields. We suggest that the authoritative teacher style aims to balance extremes, providing an alternative to authoritarianism while avoiding carelessness. Additionally, the scientific-cultural inquiry promotes a pluralist approach to knowledge, challenging the notion of absolute truth in science education.

Against the backdrop of the global reshaping of supply chains, supply chain ecosystems have emerged as a critical force in ensuring the high-quality development of enterprises and fostering stable economic growth. However, a systematic theoretical understanding of how to construct these supply chain ecosystems remains nascent. This study aims to explore the mechanism of the process of building supply chain ecosystems between digital innovation platform enterprises and digital trading platform enterprises from the perspective of dynamic capabilities.

An explanatory case study is conducted based on a theoretical framework grounded on dynamic capabilities view. Two preeminent digital platform enterprises in China (Haier and JD.com) are studied. The authors primarily conducted this research by collecting a large volume of these Chinese public materials.

First, the construction processes of supply chain ecosystems in both digital platform enterprises can be delineated into three stages: embryonic, development and maturity. Second, digital innovation platform enterprises’ construction process is primarily influenced by factors such as production and operational collaboration, consumer demand and research and development. This influence is exerted through interactions on digital platforms and within sub-ecosystems. Meanwhile, digital trading platform enterprises’ construction process is influenced by factors such as infrastructure development, consumer demand and financial support, driving dynamic capability formation through multi-party cooperation and ecological interactions based on conceptual identity.

In the establishment of supply chain ecosystems, digital platform enterprises should prioritize the cultivation of opportunity expansion, resource integration and symbiotic relationship capabilities. Furthermore, this study shows that digital platform enterprises need to actively adjust their interactive relationships with cooperating enterprises based on changes in the market, industry, policies and their own developmental stages.

This study addresses prior deficiencies in understanding the comprehensive construction of supply chain ecosystems and provides significant insights to enhance the theoretical foundation of supply chain ecosystem studies. Additionally, this paper uncovers the dynamic capability development behaviors and contextual features inherent in the construction process of supply chain ecosystems by digital platform enterprises.

The service environment is becoming increasingly turbulent, leading to calls for a systemic understanding of it as a set of dynamic service ecosystems. This paper advances this understanding by developing a typology of service ecosystem dynamics that explains the varying interplay between change and stability within the service environment through distinct behavioral patterns exhibited by service ecosystems over time.

This study builds upon a systematic literature review of service ecosystems literature and uses system dynamics as a method theory to abductively analyze extant literature and develop a typology of service ecosystem dynamics.

The paper identifies three types of service ecosystem dynamics—behavioral patterns of service ecosystems—and explains how they unfold through self-adjustment processes and changes within different systemic leverage points. The typology of service ecosystem dynamics consists of (1) reproduction (i.e. stable behavioral pattern), (2) reconfiguration (i.e. unstable behavioral pattern) and (3) transition (i.e. disrupting, shifting behavioral pattern).

The typology enables practitioners to gain a deeper understanding of their service environment by discerning the behavioral patterns exhibited by the constituent service ecosystems. This, in turn, supports them in devising more effective strategies for navigating through it.

The paper provides a precise definition of service ecosystem dynamics and shows how the identified three types of dynamics can be used as a lens to empirically examine change and stability in the service environment. It also offers a set of research directions for tackling service research challenges.

This introductory chapter begins by outlining the background of this book: how the concept of excessive teacher entitlement took shape and was progressively enriched through my collaborative work with Cheryl J. Craig. Our ongoing informal dialogues gave rise to an invisible college where we co-created new meanings to deepen the understanding of professional inertia. We saw professional inertia as a manifestation of excessive teacher/faculty entitlement constantly adrift in a yin and yang relationship with their best-loved self. This insight came from challenging the narrow mainstream view of the notion of excessive entitlement as a purely volitional act of autonomous individuals which leads to blaming and pathologizing teachers/faculty. Instead, a Vygotskian cultural-historical perspective is proposed. This perspective facilitates a more complex historicized view of the phenomenon by directing attention to the historically and culturally mediated nature of excessive teacher/faculty entitlement and the means to alleviate it. The healing touch to excessive teacher/faculty entitlement repeatedly surfaces as humanizing pedagogy. This involves helping teachers/faculty develop empowered entitlement and work towards realizing their dreams, their best-loved self. Finally, this introductory chapter provides a brief overview of the 15 chapters that follow. They explore the notion of excessive teacher/faculty entitlement in diverse sociocultural contexts and examine promising approaches to address this problem from different theoretical and methodological angles. You are invited to join us in this rich journey of inquiry and transformation.