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This paper aims to propose an approach for the self-adaptation of the Web composition called SAMIWA. The SAMIWA framework helps users during the search, invocation and composition of the appropriate Web service.

The authors’ approach allows expressing requirements by taking into account potential users’ context in addition to the functional one.

In this paper, the authors introduce a new context-aware approach that provides a dynamic adaptation of service compositions.

The author has implemented a Web application that enables selection and composition of the most appropriate composite service.

The purpose of this paper is to describe the composite service and the context properties related to the users in the business process execution language (BPEL) file.

The authors’ approach allows expressing requirements by taking into account potential users’ context in addition to the functional one.

In this paper, the authors introduce a new context-aware approach that provides a dynamic adaptation of service compositions.

This paper introduces a user-aware approach for describing and publishing context-aware composite Web service.

The rapid progress of information and communication technologies enables business creators to access a wide variety of tools. These tools facilitate electronic exchanges and interactions with customers and companies. The purpose of this study is to test and compare the effectiveness of two virtual reality technologies, the avatar and anthropomorphic virtual agents, on consumers’ psychological states and perceived realism.

An experimental survey was conducted to measure the potential superiority of the anthropomorphic virtual agent over the avatar and to identify the determining characteristics of the anthropomorphic virtual agent’s effectiveness. An experimental website was designed for the purpose of the study. A total of 1,262 internet users participated in the experiment.

Results confirm the superiority of the anthropomorphic virtual agent over the avatar in affecting consumers’ flow state, telepresence experience and perceived realism. These findings can be explained by the humanized characteristics of this type of agent (i.e. verbal and nonverbal language).

The originality of this research lies in the study of different forms of social interactivity. This latter has been little studied and essentially treated with a dichotomous perspective (presence/absence of a virtual agent). New trends in digital marketing challenge entrepreneurs to be proactive and to anticipate customers’ behavior on their online stores. That is why, virtual reality technologies, namely, anthropomorphic agents, can be considered as a relevant tool to engage in efficient inbound marketing strategies. Today, the development of intelligent technologies encourages entrepreneurs operating online to design more interactive, realistic and humanized virtual merchant environments that are more adapted to the realities of the new consumption trends and environment.