Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology market their products by creating attractive visual advertising acquire consumers. This study empirically investigates purchase behavior and evaluation Instagram content ads the elements (color, product image, design, typography). A total 496 consumers partic...

Conversational agents (CAs) provide opportunities for improving the interaction in evaluation surveys. To investigate if and how a user-centered conversational tool impacts users' response quality their experience, we build EVA - novel course educational scenarios. In field experiment with 128 students, compared against static web survey. Our results confirm prior findings from literature about...