When heritage meets avatars: the role of cute and cool styles in museum interpretation on visitors’ cultural participation intention

Purpose This study aims to examine how cute versus cool heritage virtual avatar styles in museum interpretation influence visitors’ cultural participation intention, based on cognitive–affective system theory and similarity theory. Design/methodology/approach Three experimental studies across multiple digital heritage contexts tested how avatar style influences cultural participation intention through healing perception, control perception and heritage-avatar similarity. Findings The findings reveal that cute heritage virtual avatar styles enhance cultural participation intention more effectively than cool styles; healing and control perceptions mediate these effects, corresponding to cute and cool styles, respectively; and heritage-avatar similarity moderates the relationships, such that cuteness evokes stronger healing perception and coolness fosters greater control perception under high-similarity conditions. Practical implications The results offer practical design guidance for museums to align avatar styles with heritage characteristics, optimize digital interpretation and support staff training to foster cultural participation. Originality/value This study advances digital heritage interpretation by introducing a dual-path model (healing and control perceptions) to explain how cute and cool heritage virtual avatar styles drive cultural participation. It contributes to the research and scholarly body of knowledge on virtual avatars and museum and heritage tourism.