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.

Purpose: This study explores how the cuteness type and sound characteristics of in-vehicle robots influence driver trust and user experience during error reporting in autonomous driving. As intelligent vehicle technologies advance, human-machine interaction quality has become crucial for user acceptance and satisfaction. By applying cuteness theory, the study examines how cute design fosters positive emotions, strengthens user-vehicle connection, and facilitates trust. Design/methodology/approach: The study investigates two cuteness types (kindchenschema and whimsical) and three sound characteristics (earcon, apology, and explanation prompts). An online survey with convenience sampling was conducted, where participants viewed six robot videos featuring different combinations of cuteness types and sound features and provided feedback. Findings: Kindchenschema cuteness significantly enhances user experience compared to whimsical cuteness, promoting feelings of closeness and protection. Explanatory voice prompts more effectively increase trust than earcon sounds by helping users understand system feedback. No significant interaction between cuteness type and sound characteristics was found, indicating their independent effects on trust and user experience. Originality/value: This study provides insights for designing in-vehicle robots in error-reporting scenarios, guiding the creation of user-friendly intelligent systems. It emphasizes the role of cute design in improving emotional experiences and trust, supporting emotional design principles that prioritize user needs. The findings offer a framework for exploring robot appearance and sound in various driving contexts, advancing human-machine interaction toward greater intelligence. From a managerial perspective, the study provides guidance for enhancing consumer trust and brand loyalty.

Grounded in protection motivation theory, this study investigates the influence mechanisms of different instructional media and instructional models on students’ green behavior intentions. Employing a 2 (Instructional Media: Paper-based/Digital) × 2 (Instructional Model: Lecture-Based/Gamified) between-subjects experimental design, it examines the effects of instructional media and instructional models in sustainable laboratory safety education on students’ green behavior intentions, as well as the mediating role of protection motivation decision factors (perceived susceptibility, perceived severity, response efficacy, self-efficacy). The results indicate that instructional media influence students’ intention to engage in green behaviors through perceived severity, whereas instructional models positively affect this intention by enhancing self-efficacy. Aligning instructional media with instructional models positively impacts students’ green behavior intention. In the process of sustainable laboratory safety education, the interaction and applicability of multiple factors within instructional strategies should be considered.