The cultural heritage sector increasingly integrates augmented and virtual reality (VR) solutions to meet dissemination and interpretation needs for its collections. As research in the field grows, the required entertainment and learning impacts of such applications are rising. This study presents a VR museum that aims to facilitate an understanding of cultural heritage. More specifically, an exhibition was designed, curated and developed in a VR environment based on a framework that encourages the public’s interaction with the artworks and experiential learning through activities that utilize VR functionalities in a meaningful way. This framework was applied in a contemporary art museum where the description of artistic concepts is not always obvious to the general public due to the abstract forms of the artworks or the particularities of different artistic movements. This paper focuses on the application development and three user experience evaluations (museum experts, technical experts and general audience). The results were positive regarding the perceived sense of control, usability and the feelings of the user, including their sense of entertainment. Additionally, the participants valued the educational value of the developed activity types and their usefulness. Moreover, the users were interested in exploring the cultural heritage content available in the exhibition, and they would suggest the application to colleagues or friends.

Embodied virtual agents (EVAs) are beginning to be researched to improve human–computer interaction. As EVAs become increasingly integrated into various aspects of daily life, understanding how to optimize their design to foster trust and likability among users is paramount. Leveraging insights from social psychology, particularly the concept of homophily, this study investigates the impact of perceived personality traits on user perceptions of EVAs. Specifically, we explore whether aligning the personality traits of EVAs with those of users increases engagement and fosters positive interactions. Drawing on a sample of 382 participants recruited through Amazon Mechanical Turk, we assessed participants' personality traits using the Big Five Inventory—2S, while the perceived extroversion of the agent was manipulated through facial expressions and body posture. Our findings suggest that participants were able to accurately identify the perceived extroversion of the agent (p = .014), and significant results indicate a homophily effect on trust, with participants exhibiting greater trust in agents perceived as having a similar level of extroversion (p < .01). However, no significant effect on likability was detected, suggesting a more nuanced relationship between perceived personality traits and user preferences. These findings highlight the potential of leveraging homophily in designing more engaging EVAs and underscore the importance of considering user–agent compatibility in human–computer interaction.