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The aim is to examine how media richness and user gratification influence the intention to continue using virtual humans in cultural museums.

March 8, 2026npj Heritage ScienceOpen Access

Continuance intention of cultural museum virtual human based on PLS-SEM analysis of MRT and UGT

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The aim is to examine how media richness and user gratification influence the intention to continue using virtual humans in cultural museums.
Integrated Media Richness and Uses and Gratifications Theory.
Constructed a theoretical model considering cultural identity and information literacy.
Performed PLS-SEM analysis with data from Chinese museum users.
Media richness positively influences user experiences of gratification.
Hedonic and technology gratification enhance continuance intention and stimulate cultural identity.
A positive interaction between information literacy and technology gratification affects continuance intention.

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PLS-SEM analysis shows users' cultural identity and gratification impact continuance intention, indicating innovative pathways for museums.

Sun et al. (2026) studied this question.

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PLS-SEM analysis shows users' cultural identity and gratification impact continuance intention, indicating innovative pathways for museums.