Faculty of Economics and Business Administration Publications Database

Why People Reject or Use Virtual Processes: A Test of Process Virtualization Theory

Grgecic, Daniel
Rosenkranz, Christoph
Link External Source: Online Version
Year: 2013

With the tendency of increasing virtualization of processes and services because of information technology, it becomes necessary to study this emerging phenomenon from a novel theoretical perspective. In this paper, we empirically investigate Process Virtualization Theory to contribute to an understanding of what factors affect the behavior of potential users when they face a virtual process. We are interested in why people reject or use virtual processes. Conceptually, we base our research on Process Virtualization Theory and we examine sensory requirements, relationship requirements, identification requirements, and control and synchronism requirements as antecedents of and their impact on attitude towards process virtualizability, user resistance, and virtual process use. We report on a survey-based pretest. We collected 190 completely answered questionnaires from users of online banking processes that are designed for monetary transactions. The results indicate that process characteristics in the form of requirements affect individual attitudes toward rejecting or using online banking processes.