Process Virtualization Theory Research Articles

Integrating Embodied Social Presence Theory and Process Virtualization Theory to assess business process virtualizability: The mediating role of embodied co-presence.

In the digital era, the integration of technology within business processes is pivotal for organizational efficiency. This study investigates the impact of IT characteristics-specifically IT representation, IT reach, and monitoring capability-on the virtualizability of business processes, utilizing the frameworks of Embodied Social Presence Theory (ESPT) and Process Virtualization Theory (PVT). Our objective is to explore how these IT characteristics, through the mediation of embodied co-presence, enhance business process virtualizability in the context of collaborative tools. Addressing a gap in existing literature, we propose that beyond facilitating virtualization, IT characteristics deeply influence virtual processes by integrating human-centric experiences of co-presence. To examine this, we analyzed data from 311 Korean employees with remote work experience during the COVID-19 pandemic using Smart-PLS 4. Our findings indicate that IT representation and IT reach significantly contribute to business process virtualizability, mediated by embodied co-presence. Surprisingly, monitoring capability did not significantly affect either embodied co-presence or process virtualizability, challenging initial assumptions. This study bridges ESPT and PVT to offer new insights into the roles of IT characteristics in process virtualization, highlighting the importance of human-centric IT design. The results provide valuable guidance for businesses and developers of collaborative tools, underscoring the need to enhance virtual work environments through technology that fosters a sense of presence and collaboration.

Continuous Use of Mobile Banking Applications: The Role of Process Virtualizability, Anthropomorphism and Virtual Process Failure Risk

Aim/Purpose: The research aims to investigate the factors that influence the continuous use of mobile banking applications to complete banking monetary transactions. Background: Despite a significant increase in the use of mobile banking applications, particularly during the COVID-19 pandemic, new evidence indicates that the use rate of mobile banking applications for operating banking monetary transactions has declined. Methodology: The study proposed an integrated model based mainly on the process virtualization theory (PVT) with other novel factors such as mobile banking application anthropomorphism and virtual process failure risk. The study model was empirically validated using structural equation modeling analysis on quantitative data from 484 mobile banking application users from Jordan. Contribution: The study focuses on continuing use or post-adoption behavior rather than pre-adoption behavior. This is important since the maximum and long-term viability, as well as the financial investment in mobile banking applications, depend on regular usage rather than first-time use or initial experience. Findings: The results indicate that process virtualizable and anthropomorphism have a strong positive impact on bank customers’ decisions to continue using mobile banking applications to complete banking monetary transactions. Meanwhile, the negative impact of virtualization process failure risk on continuous use has been discovered. The found factors explain 67.5% of the variance in continuous use. Recommendations for Practitioners: The study identified novel, significant factors that affect bank customers’ decisions to use mobile banking applications frequently, and these factors should be examined, matched, satisfied, or addressed when redesigning or upgrading mobile applications. Banks should provide users with clear directions, processes, or tutorials on how to complete monetary transactions effectively. They should also embrace Artificial Intelligence (AI) technology to improve their applications and products with anthropomorphic features like speech synthesizers, Chatbots, and AI-powered virtual bank assistants. This is expected to help bank customers conduct various banking services conveniently and securely, just as if interacting with real people. The study further recommends that banks create and publish clear norms and procedures, as well as promote tolerance and protect consumers’ rights when the process fails or mistakes occur. Recommendation for Researchers: The study provides measurement items that were specifically built for the context of mobile banking applications based on PVT notions. Researchers are invited to reuse, test, and modify existing measurement items, as well as submit new ones if necessary. The study model does not consider psychological aspects like trust and satisfaction, which would provide additional insight into factors affecting continuing use. Researchers could potentially take a different approach by focusing on user resistance and non-adoption. Impact on Society: Financial inclusion is problematic, particularly in underdeveloped nations. According to financial inclusion research, Jordanians rarely utilize mobile banking apps. Continuous usage of mobile banking applications will be extremely beneficial in closing the financial inclusion gap, particularly among women. Furthermore, it could help the country’s efforts to transition to a digital society. Future Research: The majority of study participants are from urban areas. Future studies should focus on consumers who live in rural areas. It was also suggested that the elderly be targeted because they may have different views/perspectives on the continued use of mobile banking applications.

E-Leadership from the Process Virtualization Theory perspective

La pandemia de Covid-19 aceleró el fenómeno de virtualización de procesos, el cual venía desarrollándose de manera gradual. Desde entonces, procesos como la educación, atención médica, compras, etc., fueron abordados virtualmente usando las Tecnologías de Información. El proceso de liderazgo de equipos virtuales no fue ajeno a ello, deviniendo de manera forzada en el liderazgo electrónico o E-Liderazgo, un constructo propuesto a inicios de siglo y abordado en este estudio desde la perspectiva de la Teoría de Virtualización de Procesos. La investigación propone tres objetivos: determinar la calidad de resultados de E-Liderazgo en la gestión de proyectos en Lima en 2022; proveer evidencia que respalde la Teoría de Virtualización de Procesos, realizando un estudio empírico de E-Liderazgo; e identificar factores que impacten en la virtualización del proceso de liderazgo. Se aplicó un cuestionario a una muestra de 43 profesionales, quienes durante el periodo de pandemia en Lima se desempeñaron como lideres o miembros de equipos virtuales. Los datos fueron sometidos a análisis de modelos de ecuaciones estructurales y análisis factorial exploratorio. Los resultados del estudio dan respuesta a los objetivos planteados, siendo uno de los principales el identificar dos nuevos constructos que contribuyen a moderar el grado de virtualización del proceso de liderazgo. Los resultados, además, pueden ser relevantes para comprender los roles que desempeñan la Tecnología de Información y el Líder en contextos de virtualización de procesos de liderazgo.

Process Virtualization Goes Mainstream: Diving into its Normalization

ABSTRACT Businesses are increasingly preparing for remote working by equipping managers and their teams with the necessary tools and technology. This research focuses on understanding how technology–enabled remote working practices are implemented and normalized, taking into consideration the context in which they are applied. By utilizing process virtualization theory (PVT) to quantitatively evaluate context-dependent factors and normalization process theory (NPT) to explore the normalization of new technology-driven remote work practices, this study investigates the static and dynamic factors affecting the virtualization of remote work processes, as well as their implementation and normalization. The results from multiple surveys reveal that sensory requirements along with relationship requirements and control requirements are dynamic factors that are driven by the context and enable the technology–enabled virtualization of remote work processes. Furthermore, the relative normalization of this work transformation is sustained through flexible co–construction, legitimation, contextual integration, and effective leadership.

What is holding back business process virtualization in the post-COVID-19 era? Based on process virtualization theory (PVT).

The post-pandemic COVID-19 has been influential in accelerating the digital transformation of enterprises and business process virtualization. However, in a virtual working environment with no physical interaction, the psychological requirements of the communication between teleworkers and the negative impact of information systems are hindering the business process virtualization. Studying the relationship between the interaction between organizational members and job performance is an important part of organizational psychology. For an enterprise to maintain high-efficiency output, it is necessary to study psychological factors related to business process virtualization. This paper verified the factors hindering business process virtualization based on process virtualization theory (PVT). The research was implemented on a sample of 343 teleworkers in China enterprises. The structure of the model of this study includes two aspects that hinder the business process virtualization: the psychological requirements of teleworkers (Sensory requirements, Synchronism requirements, and Relationship requirements) and the negative effects of information systems (Information overload and Communication overload). The results show that teleworkers' sensory requirements, synchronism requirements, and communication overload negatively impact business process virtualization. However, unlike the results in the existing literature, the relationship requirements and information overload do not affect the business process virtualization. The results will help business managers, teleworkers, and information system developers develop strategies to address the negative factors hindering business process virtualization. In the so-called new "normal era," our research will help companies to create a successful virtual work environment.

Crisis-driven digital transformation as a trigger for process virtualization: Fulfilling knowledge work process requirements for remote work

Process Virtualization Theory (PVT) proposes a set of requirements and relationships to explain and predict whether or not a knowledge work process can be successfully virtualized. However, at least in remote work, the crisis-driven digital transformation (e.g., during the COVID-19 pandemic) shows that almost all knowledge work processes can be virtualized unexpectedly and immediately. Since the requirements for these processes remain the same and need to be met to continue the processes remotely, an interesting question arises of how information technology (IT) can help to meet these requirements in a crisis-driven digital transformation of knowledge work. To address this question, we conducted 40 semi-structured interviews with a multiple-case approach using a critical realist perspective. Our findings contribute to information systems (IS) research in a twofold way. First, we demonstrate that the crisis-driven digital transformation of knowledge work triggers a revisited perspective on PVT by turning virtualized knowledge work processes into a prerequisite. Second, we show how the IT characteristics of PVT (representation, reach, monitoring capability) help to fulfill knowledge work process requirements in remote work settings and outline two additional IT characteristics (social presence and situation awareness) that positively support the fulfillment.

Understanding e-government services: integration of process virtualization theory and user resistance

PurposeLiterature reveals that citizens’ intentions or willingness to adopt and use e-government services in developing countries like Ghana have not been encouraging regardless of the importance of these services. This study aims to examine the factors that inhibit the virtualization of government to citizen e-government processes by assessing citizens’ intentions to resist or use government’s virtualized processes.Design/methodology/approachThis study used a survey questionnaire to collect data from public school teachers who are users of the Government of Ghana’s e-pay slip system. Out of 500 questionnaires administered, only 423 useable responses were obtained. The data was analyzed with both inferential and descriptive statistics.FindingsThe results of this study showed that process virtualizability significantly predicts virtual process use, and it is associated with user resistance toward virtual process use.Practical implicationsThe findings will help governments and managers to comprehend that certain processes are more acquiescent to virtualization than others.Originality/valueThis paper provides researchers with a contemporary perspective toward understanding the adoption and use of e-government services in sub-Saharan Africa through the lens of process virtualization theory.

Normalization of Process Virtualization in Technology Driven Remote Working Practices

In recent times businesses have started gearing up with the managers and their respective teams to embrace remote working practices. With special focus on technology enabled work-from-home (WFH) process, this research has offered a setting for advancing understanding of the context driven technology-enabled virtualization of remote working practices followed by its implementation and then normalization. Drawing upon the process virtualization theory (PVT) for evaluating context dependent behavior of determinants quantitatively and normalization process theory (NPT) for understanding the normalisation of new technology-driven remote work practices under such contexts, current study is investigating the context resistant static and context driven dynamic factors that impact the technology-enabled virtualization of processes in employee’s WFH process followed by its implementation and then normalization, through multiple surveys conducted on managers and business executives from leading business organisations. Results show that sensory requirements, relationship requirements and control requirements turned out as context-driven dynamic factors and enablers to the technology-enabled virtualization of WFH process; and relative normalisation of this work transformation was sustained through flexible co-construction, legitimation, contextual integration and good leadership.

Examining students' continuous use of online learning in the post-COVID-19 era: an application of the process virtualization theory

PurposeThis study investigated the impact of the virtualization requirements of the learning process on students' satisfaction and their intention to continue using online learning.Design/methodology/approachA research model was developed using the process virtualization theory (PVT); it was validated empirically using data obtained from an online questionnaire-based survey of 489 undergraduate students.FindingsThe main results support the role of representation for sensory requirements, sensory requirements, reach, representation for relationship requirements and relationship requirements on shaping students' satisfaction, which all also have a significant influence on students' intention to continue using online learning. Relevance factors are responsible for 61.6% of the variance in students' satisfaction and 83.6% of the variance in their intention to continue using online learning. However, neither the synchronism requirements nor the identification and control requirements had a significant effect on students' satisfaction or on their intention to continue using online learning.Originality/valueThe present research focused on PVT in an online learning context; consequently, a new set of factors that influenced students' satisfaction with and intentions to continue using online learning was empirically tested for the first time. This research contributes to the literature on information systems because it advances the generalizability and applicability of the PVT in a new context and new cultural setting. Moreover, the research apprises researchers and practitioners of new factors, which should be understood and fulfilled to make virtual learning equivalent to the face-to-face learning experience.

When does digital matter Analysing customers preference for digital processes

Projected growth rates and potential cost savings shift the focus of companies to their digital channels. However, customers do not want to conduct all service processes digitally, resulting in customers regularly switching between physical and digital channels. This paper examines how service-specific requirements lead to digital channel use and how the impact of those inhibitors and drivers varies across search and purchase stages of the service process. The paper builds upon Process Virtualization Theory and focuses on IT-based virtualization, commonly referred to as digitization. An empirical study with 798 retail banking customers confirms that preferences for service digitization are not only shaped by inhibiting factors, but also by drivers for digitization. Interestingly, the results reveal that customers can require diverse levels of digitization for the search and purchase stage. The model provides an explanation for why digitized stages of a service process may be accepted or rejected by the customer.

A generic study on Green IT/IS practice development in collaborative enterprise: Insights from a developing country

Abstract This study investigates the perception of Information Technology (IT) professionals and IT managers towards deployment of environmental-friendly practices in Collaborative Enterprise (CE). Through literature review this study develops a model based on Perceived Organizational e-Readiness Theory (POER) and Process-Virtualization-Theory (PVT) to investigate the factors that influence IT professionals’ and IT managers intention to deploy Green IT/IS practices which are based on the current environmental-friendly initiatives deployed in CE. Data was collected using questionnaire and results indicate that the POER factors influence CE’s perception towards Green IT/IS. Moreover, results also reveal that PVT initiatives are influenced by the current environmental-friendly initiatives.

Virtualization of government‐to‐citizen engagement process: Enablers and constraints

AbstractThe purpose of this study is to investigate the factors that constrain or enable process virtualization in a government‐to‐citizen engagement process. Past research has established that most e‐government projects, especially in developing countries, are regarded as total failure or partial failure. Citizens' unwillingness to use government electronic services and lack of awareness are among some of the reasons why these electronic services fail. Using the process virtualization theory (PVT) as theoretical lens, the authors investigated the various activities within the driver license acquisition process at the Driver and Vehicle Licensing Authority. The PVT helped in identifying factors which enable or inhibit the virtualization of the driver license acquisition process in Ghana. Based on a survey data of 317 participants, we report that process characteristics in the form of relationship requirements affect citizens' willingness toward the use of government virtualized processes. Situating the PVT within a developing country context, our findings reveal that some cultural and behavioral attributes such as socialization hinder the virtualization of some activities within the driver licensing process.

Um estudo da virtualização de processos: o uso de mundos virtuais com foco em ensino-aprendizagem

RESUMO Tecnologias de Informação e Comunicação (TICs) têm permitido que processos que dependiam da presença física de indivíduos ou objetos, em um mesmo lugar e tempo, ocorram sem esses limites. Dentre esses, o Processo Ensino-Aprendizagem (PEA) vem ganhando notoriedade, apesar de ainda persistirem dúvidas quando à adequação dessas tecnologias. Portanto, esta pesquisa teve o objetivo de identificar a relação entre requisitos de um processo e capacidades das TICs. Especificamente, foi estudada a adequação dos mundos virtuais à virtualização do PEA, com base na Teoria de Virtualização de Processo (TVP), por meio de evidências advindas de três cursos e analisadas por meio de técnicas de análise de conteúdo e escalonamento multidimensional. Isso resultou em um quadro sistematizado que permite entender o alinhamento entre TIC e requisitos de processo para a sua virtualização, evidenciando quais TICs têm viabilizado o desenvolvimento do PEA.

Evaluating the impact of virtualization characteristics on SaaS adoption

ABSTRACTSoftware as a service (SaaS) is a service model in which the applications are accessible from various client devices through internet. Several studies report possible factors driving the adoption of SaaS but none have considered the perception of the SaaS features and the organization’s context. We propose an integrated research model that combines the process virtualization theory (PVT), the technology-organization-environment (TOE) framework and the institutional theory (INT). PVT seeks to explain whether processes are suitable for migration into virtual environments via an information technology-based mechanism as SaaS. The TOE framework seeks to explain the effects of the intra-organizational factors, while INT seeks to explain the effects of the inter-organizational factors on the technology adoption. This research addresses a gap in the SaaS adoption literature by studying the internal perception of the technical features of SaaS and technology, organization, and environment perspectives. Additionally, the integration of PVT, the TOE framework, and INT contributes to the information system (IS) discipline, deepening the applicability and strengths of these theories.

Process digitisation in retail banking: an empirical examination of process virtualization theory

The increasing digitisation impacts work and life. Process virtualization theory (PVT) offers a new, yet largely empirically unsupported theory to determine which processes are amenable to virtualisation. The paper at hand applies the theory to virtualisation that is established through the internet and commonly referred to as digitisation. As one of the most impacted areas for digitisation, we focus on the area of retail banking. A quantitative study among 368 German retail banking customers examines the PVT-based research model. The results indicate that sensory requirements and control requirements are the two strongest inhibitors for intended digital process use. The empirical examination of the rarely tested PVT contributes to a more thorough understanding how process-specific factors influence the digitisation in retail banking. Practitioners can use our results to increase the rate of digital transactions by addressing the suggested inhibitors of PVT. As a result, increased digitisation can improve the operational efficiency.

Services in electronic telecommunication markets: a framework for planning the virtualization of processes

The potential of electronic markets in enabling innovative product bundles through flexible and sustainable partnerships is not yet fully exploited in the telecommunication industry. One reason is that bundling requires seamless de-assembling and re-assembling of business processes, whilst processes in telecommunication companies are often product-dependent and hard to virtualize. We propose a framework for the planning of the virtualization of processes, intended to assist the decision maker in prioritizing the processes to be virtualized: (a) we transfer the virtualization pre-requisites stated by the Process Virtualization Theory in the context of customer-oriented processes in the telecommunication industry and assess their importance in this context, (b) we derive IT-oriented requirements for the removal of virtualization barriers and highlight their demand on changes at different levels of the organization. We present a first evaluation of our approach in a case study and report on lessons learned and further steps to be performed.

Task-Technology Fit and Process Virtualization Theory: An Integrated Model and Empirical Test

Task-technology fit and process virtualization theory are two theories developed by IS scholars to advance our understanding of the role and impact of information systems in business and society. Task-technology fit seeks to explain the use and associated outcomes of technologies designed to complete tasks. Process virtualization theory seeks to explain whether processes are suitable for migration into virtual environments such as those enabled by information technology. We integrate these two theories and test the integrated model by assessing the fit of electronic channels to the process of purchasing vehicles in the wholesale automotive market. The research makes three contributions. First, the integrated model addresses a gap in the task-technology fit literature by replacing the generic “task / technology characteristics” antecedents of task-technology fit with the constructs from process virtualization theory. This improves the prescriptive power of task-technology fit without sacrificing its generalizability. Second, the paper represents the first empirical test of the propositions of process virtualization theory, thereby helping determine how the theory operates in practice. Third, integrating the two theories deepens the IS discipline’s theoretical foundation by combining their strengths to improve our understanding of IS phenomena.

Process Virtualization Theory and the Impact of Information Technology

In our increasingly virtual society, more and more processes that have traditionally been conducted via physical mechanisms are being conducted virtually. This phenomenon of “process virtualization” is happening in many contexts, including formal education (via distance learning), shopping (via electronic commerce), and friendship development (via social networking sites and virtual worlds). However, some processes are more amenable to virtualization than others. For example, distance learning seems to work better for some educational processes than others, and electronic commerce has worked well for some shopping processes but not for others. These observations motivate the central question posed in this paper: What factors affect the “virtualizability” of a process? This question is becoming increasingly important as advances in information technology create the potential for society to virtualize more and more processes. To provide a general theoretical basis for investigating this question, this paper proposes “process virtualization theory,” which includes four main constructs (sensory requirements, relationship requirements, synchronism requirements, and identification and control requirements) that affect whether a process is amenable or resistant to being conducted virtually. Recognizing that processes can be virtualized with or without the use of information technology, this paper makes explicit the theoretical significance of information technology in process virtualization by discussing the moderating effects of representation, reach, and monitoring capability. This helps explain how advances in information technology are enabling a new generation of virtual processes.