Skip to main content

Migrating Processes from Physical to Virtual Environments: Process Virtualization Theory

  • Chapter
  • First Online:
Book cover Information Systems Theory

Part of the book series: Integrated Series in Information Systems ((ISIS,volume 28))

Abstract

Increasingly, processes that have relied on physical interaction between people, and between people and objects are being migrated to virtual environments in which physical interaction is not available. For example, medical processes that have traditionally relied on physical interaction between physician and patient are conducted virtually through telemedicine, and shopping processes that have traditionally relied on physical interaction between shoppers and products are conducted virtually via electronic commerce. I refer to this migration as process virtualization. Although the pace of process virtualization is accelerating, some processes have proven more suitable for virtualization than others. Process virtualization theory is a recently proposed theory designed to explain this variance. This chapter describes the theory by defining terms, discussing the constructs and relationships of the theory that explain and predict how suitable a process is to being conducted virtually, and discussing how the theory fits into the Information Systems discipline.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 249.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Abbreviations

IS:

Information Systems

IT:

Information Technology

TAM:

Technology Acceptance Model

References

  • Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. London: Sage Publications.

    Google Scholar 

  • Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs: Prentice-Hall.

    Google Scholar 

  • Alavi, M., & Leidner, D. E. (2001). Research commentary: Technology-mediated learning – A call for greater depth and breadth of research. Information Systems Research, 12(1), 1–10.

    Article  Google Scholar 

  • Alavi, M., Wheeler, B. C., & Valacich, J. S. (1995). Using IT to reengineer business education: An exploratory investigation of collaborative telelearning. Management Information Systems Quarterly, 19(3), 293–312.

    Article  Google Scholar 

  • Apte, U. M., & Mason, R. O. (1995). Global disaggregation of information-intensive services. Management Science, 41(7), 1250–1262.

    Article  Google Scholar 

  • Ba, S., & Pavlou, P. (2002). Evidence of the effect of trust building technology in electronic ­markets: Price premiums and buyer behavior. Management Information Systems Quarterly, 26(3), 243–268.

    Article  Google Scholar 

  • Bakos, J. Y. (1997). Reducing buyer search costs: Implications for electronic marketplaces. Management Science, 43(12), 1676–1692.

    Article  Google Scholar 

  • Benbasat, I., & Zmud, R. W. (2003). The identity crisis within the IS discipline: Defining and ­communicating the discipline’s core properties. Management Information Systems Quarterly, 27(2), 183–194.

    Google Scholar 

  • Broadbent, M., Weill, P., Clair, D. S., & Kearney, A. T. (1999). The implications of information technology infrastructure for business process redesign. Management Information Systems Quarterly, 23(2), 159–182.

    Article  Google Scholar 

  • Brynjolfsson, E., Hu, Y. J., & Smith, M. D. (2003). Consumer surplus in the digital economy: Estimating the value of increased product variety at online booksellers. Management Science, 49(11), 1580–1596.

    Article  Google Scholar 

  • Brynjolfsson, E., & Smith, M. D. (2000). Frictionless commerce? A comparison of Internet and conventional retailers. Management Science, 46(4), 563–585.

    Article  Google Scholar 

  • Chen, J., Ping, W., Xu, Y., & Tan, B. C. Y. (2009). Am I afraid of my peers? Understanding the antecedents of information privacy concerns in the online social context. Paper presented at the international conference on information systems, Phoenix, AZ.

    Google Scholar 

  • Davenport, T. (1993). Process innovation: Reengineering work through information technology. Boston: Harvard Business School Press.

    Google Scholar 

  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Management Information Systems Quarterly, 13(3), 319–340.

    Article  Google Scholar 

  • Davis, A., Murphy, J., Owens, D., Khazanchi, D., & Zigurs, I. (2009). Avatars, people, and virtual worlds: Foundations for research in metaverses. Journal of the Association for Information Systems, 10(2), 90–117.

    Google Scholar 

  • Dellarocas, C. (2005). Reputation mechanism design in online trading environments with pure moral hazard. Information Systems Research, 16(2), 209–230.

    Article  Google Scholar 

  • DeSanctis, G., & Poole, M. S. (1994). Capturing the complexity in advanced technology use: Adaptive structuration theory. Organization Science, 5(2), 121–147.

    Article  Google Scholar 

  • Dombrowski, S. C., LeMasney, J. W., Ahia, C. E., & Dickson, S. A. (2004). Protecting children from online sexual predators: Technological, psychoeducational, and legal considerations. Professional Psychology: Research and Practice, 35(1), 65–73.

    Article  Google Scholar 

  • Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532–550.

    Google Scholar 

  • Evans, P. B., & Wurster, T. S. (2000). Blown to bits: How the new economics of information transforms strategy. Boston: Harvard Business School Press.

    Google Scholar 

  • Fiol, C. M., & O’Connor, E. J. (2005). Identification in face-to-face, hybrid, and pure virtual teams: Untangling the contradictions. Organization Science, 16(1), 19–32.

    Article  Google Scholar 

  • Fitzgerald, B. (2006). The transformation of open source software. Management Information Systems Quarterly, 30(3), 587–598.

    Google Scholar 

  • Giddens, A. (1986). The constitution of society: Outline of the theory of structuration. Cambridge: Polity.

    Google Scholar 

  • Goodhue, D. L., & Thompson, R. L. (1995). Task-technology fit and individual performance. Management Information Systems Quarterly, 19(2), 213–236.

    Article  Google Scholar 

  • Hitsch, G. J., Hortacsu, A., & Ariely, D. (2010). Matching and sorting in online dating. The American Economic Review, 100(1), 130–163.

    Article  Google Scholar 

  • Holmberg, B. (2005). The evolution, principles and practices of distance education. Oldenburg: Bibliotheks- und Informationssystem der Universität Oldenburg.

    Google Scholar 

  • Jarvenpaa, S. L., & Leidner, D. E. (1999). Communication and trust in global virtual teams. Organization Science, 10(6), 791–815.

    Article  Google Scholar 

  • Jarvenpaa, S. L., Shaw, T. R., & Staples, D. S. (2004). Toward contextualized theories of trust: The role of trust in global virtual teams. Information Systems Research, 15(3), 250–267.

    Article  Google Scholar 

  • Jiang, Z., & Benbasat, I. (2007). The effects of presentation formats and task complexity on online consumers’ product understanding. Management Information Systems Quarterly, 31(3), 475–500.

    Google Scholar 

  • Kambil, A., & van Heck, E. (1998). Reengineering the Dutch flower auctions: A framework for analyzing exchange organizations. Information Systems Research, 9(1), 1–19.

    Article  Google Scholar 

  • Koppius, O., van Heck, E., & Wolters, M. (2004). The importance of product representation online: Empirical results and implications for electronic markets. Decision Support Systems, 38(2), 161–169.

    Article  Google Scholar 

  • Leidner, D. L., & Jarvenpaa, S. L. (1993). The information age confronts education: Case studies on electronic classrooms. Information Systems Research, 4(1), 24–54.

    Article  Google Scholar 

  • Majchrzak, A., Rice, R. E., Malhotra, A., King, N., & Ba, S. (2000). Technology adaptation: The case of a computer-supported inter-organizational virtual team. Management Information Systems Quarterly, 24(4), 569–600.

    Article  Google Scholar 

  • Malone, T. W., Yates, J., & Benjamin, R. I. (1987). Electronic markets and electronic hierarchies. Communications of the ACM, 30(6), 484–497.

    Article  Google Scholar 

  • Markus, M. L., & Saunders, C. (2007). Looking for a few good concepts…and theories…for the information systems field. Management Information Systems Quarterly, 31(1), iii–vi.

    Google Scholar 

  • McKenna, K. Y. A., & Bargh, J. A. (2000). Plan 9 from cyberspace: The implications of the internet for personality and social psychology. Personality and Social Psychology Review, 4(1), 57–75.

    Article  Google Scholar 

  • Mesch, G., & Talmud, I. (2006). The quality of online and offline relationships: The role of multiplexity and duration of social relationships. Information Society, 22(3), 137–148.

    Article  Google Scholar 

  • Mithas, S., & Whitaker, J. (2007). Is the world flat or spiky? Information intensity, skills, and global service disaggregation. Information Systems Research, 18(3), 237–259.

    Article  Google Scholar 

  • Nunamaker, J. F., Dennis, A. R., Valacich, J. S., Vogel, D., & George, J. F. (1991). Electronic meeting systems to support group work. Communications of the ACM, 34(7), 40–61.

    Article  Google Scholar 

  • Orlikowski, W. J. (1992). The duality of technology – Rethinking the concept of technology in organizations. Organization Science, 3(3), 398–427.

    Article  Google Scholar 

  • Orlikowski, W. J., & Iacono, C. S. (2001). Research commentary: Desperately seeking the “IT” In IT research – A call to theorizing the IT artifact. Information Systems Research, 12(2), 121–134.

    Article  Google Scholar 

  • Overby, E. (2008). Process virtualization theory and the impact of information technology. Organization Science, 19(2), 277–291.

    Article  Google Scholar 

  • Parks, M. R., & Roberts, L. D. (1998). Making moosic: The development of personal relationships online and a comparison to their offline counterparts. Journal of Social and Personal Relationships, 15(4), 517–537.

    Article  Google Scholar 

  • Pavlou, P. A., & Dimoka, A. (2006). The nature and role of feedback text comments in online marketplaces: Implications for trust building, price premiums, and seller differentiation. Information Systems Research, 17(4), 392–414.

    Article  Google Scholar 

  • Piccoli, G., Ahmad, R., & Ives, B. (2001). Web-based virtual learning environments: A research framework and a preliminary assessment of effectiveness in basic IT skills training. Management Information Systems Quarterly, 25(4), 401–426.

    Article  Google Scholar 

  • Ramus, K., & Nielsen, N. A. (2005). Online grocery retailing: What do consumers think? Internet Research, 15(3), 335–352.

    Article  Google Scholar 

  • Staples, D. S., Hulland, J. S., & Higgins, C. A. (1999). A self-efficacy theory explanation for the management of remote workers in virtual organizations. Organization Science, 10(6), 758–776.

    Article  Google Scholar 

  • Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. The Journal of Communication, 42(4), 73–93.

    Article  Google Scholar 

  • Suh, K.-S., & Lee, Y. E. (2005). The effects of virtual reality on consumer learning: An empirical investigation. Management Information Systems Quarterly, 29(4), 673–697.

    Google Scholar 

  • Weber, R. (2003). Editor’s comments: Still desperately seeking the IT artifact. Management Information Systems Quarterly, 27(2), iii–xi.

    Google Scholar 

  • Wigand, R., & Benjamin, R. I. (1995). Electronic commerce: Effects on electronic markets. Journal of Computer-Mediated Communication, 1(3), 1–11.

    Google Scholar 

  • Yoo, Y., & Alavi, M. (2001). Media and group cohesion: Relative influences on social presence, task participation, and group consensus. Management Information Systems Quarterly, 25(3), 371–390.

    Article  Google Scholar 

  • Zuboff, S. (1988). In the age of the smart machine: The future of work and power. New York: Basic Books.

    Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Eric Overby .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

© 2012 Springer Science+Business Media, LLC

About this chapter

Cite this chapter

Overby, E. (2012). Migrating Processes from Physical to Virtual Environments: Process Virtualization Theory. In: Dwivedi, Y., Wade, M., Schneberger, S. (eds) Information Systems Theory. Integrated Series in Information Systems, vol 28. Springer, New York, NY. https://doi.org/10.1007/978-1-4419-6108-2_6

Download citation

Publish with us

Policies and ethics