The Culturally Similar Design of Virtual Guides Matters for Museum Experience: Perceived Compatibility as a Mediator

ABSTRACT With the rapid digital transformation of cultural heritage institutions, virtual guides have emerged as an innovative solution to enhance visitor engagement in museums. However, the effectiveness of these virtual guides might depend not only on the technology itself but also on how well they match the artifacts. Grounded in the diffusion of innovations theory, this study investigates how the perceived cultural similarity between a virtual guide's appearance and the cultural style of exhibited artifacts influences visitors' experience in museums. We conducted a single‐factor two‐level between‐subjects laboratory experiment. The results indicate a mediating role for perceived compatibility with the moderation of openness trait. In addition, visitor experience was found to predict purchase intention. These findings offer new insights into how digital innovations can be more effectively diffused in cultural settings by emphasizing the role of perceived compatibility and providing direction in designing culturally consistent virtual guides to improve visitor experience.