Configurational Effects for Enhancing the Social Acceptance of Cultural Heritage Virtual Humans

Abstract

Abstract In the era of digital intelligence, virtual humans (VHs) play a pivotal role in human-computer interaction and the digital exploration of cultural heritage. However, challenges persist in enhancing the social acceptance of cultural heritage VHs. This article, grounded in Computers-are-Social-Actors (CASA) paradigm, identified five crucial factors influencing social acceptance: character setting, cultural clues, visual image, voice interaction, and dynamic design. To investigate these factors, we analyzed 28 cultural heritage VHs on the Douyin short video platform. By employing the Fuzzy-set Qualitative Comparative Analysis (fsQCA), we explored configurations conducive to enhancing the social acceptance of cultural heritage VHs. The findings reveal three effective configurations for achieving high social acceptance, including the "emotionally-oriented" model, the "technologically-oriented" model, and the "all-factor-coordinated" model. From the consistency and raw coverage of the configuration, the "all-factor-coordinated" model is the optimal combination to enhance the social acceptance of cultural heritage VHs. It is worth noting that cultural heritage VHs perform well in conveying cultural clues, and dynamic design is the basic condition for achieving high social acceptance configurational effects. This research not only extends the conceptual boundaries of the CASA paradigm but also provides valuable practical insights for applying VHs in the realm of cultural heritage.