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

In the digital age, virtual humans have become an important path for museums to improve service quality and innovate cultural communication. However, existing studies mostly focus on technical functions and lack exploration of continuous usage from users’ intrinsic needs and cultural perception. This study integrates the Media Richness and Uses and Gratifications Theory, introduces cultural identity and information literacy, and constructs a theoretical model for cultural museums. Through PLS-SEM analysis of Chinese museum users, it is found that the elements of media richness all positively influence use and gratification experiences. Hedonic and technology gratification not only positively affect continuance intention but also stimulate cultural identity. Additionally, the interaction between information literacy and technology gratification exerts a positive impact on continuance intention. This study reveals the psychological mechanism through which virtual humans promote cultural inheritance, providing theoretical evidence for the application and design of virtual humans in cultural heritage.