Exploring the drivers of users' adoption of museum digital humans

Digital humans are emerging as innovative media for interpreting the cultural heritage value of museums. Based on the Technology Acceptance Model, this study examines how information richness, information quality, aesthetic experience, and flow experience influence users’ behavioural intention toward digital humans. Using Partial Least Squares Structural Equation Modelling, 265 valid responses were collected from participants who interacted with the National Museum of China’s digital human Ai Wenwen through the “Ai Kan Wenwu” video series. Results indicate that all hypotheses were supported except for the effect of information quality on flow experience. Specifically, information richness significantly enhances information quality and aesthetic experience, while aesthetic experience influences both perceived usefulness and ease of use, and further promotes usage intention through flow experience. By introducing a cognitive–affective dual-path mechanism, this study extends TAM’s applicability to cultural heritage narrative contexts and highlights the potential of digital humans to evoke cognitive, emotional, and immersive engagement.