<p>This study investigates how design qualities of Mixed Reality (MR) museums influence users’ continuance intention. Grounded in the Information System Success (ISS) model and perceived value theory, a conceptual framework is proposed and empirically validated using Partial Least Squares Structural Equation Modeling (PLS-SEM), addressing a specific gap in the literature. The research systematically examines how aesthetic quality, interaction quality, information quality, and narrative quality impact users’ continuance intention through the mediating roles of functional and emotional value. The findings indicate that interaction quality exerts a significant positive influence on continuance intention. Furthermore, functional and emotional value serve as essential mediators linking the various design qualities to users’ continued engagement. Specifically, aesthetic and narrative qualities influence continuance intention indirectly by enhancing emotional value, whereas information quality contributes to continuance intention by improving functional value. These insights offer theoretical contributions to the optimization of MR museum design and user experience management, highlighting the dual importance of functional and emotional engagement. Practically, the study provides actionable guidance for designing museums undergoing digital transformation and supports cultural institutions in leveraging MR technologies to achieve sustainable development.</p>