Interdisciplinary Studies

Constructing and validating the museum product creativity measurement (MPCM): dimensions for creativity assessment of souvenir products in Chinese urban historical museums

H. Cheng, X. Sun, et al.

This groundbreaking study by researchers Hui Cheng, Xu Sun, Jing Xie, and others unveils the Museum Product Creativity Measurement (MPCM) model, a reliable tool designed to systematically assess the creativity of museum souvenirs across five crucial dimensions, including Affect and Aesthetics. Discover how this research reshapes our understanding of creativity in the museum industry.

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Playback language: English

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Abstract

This study addresses the lack of objective and systematic evaluation methods for the creativity of museum souvenir products. The researchers construct and validate the Museum Product Creativity Measurement (MPCM) model, identifying five key dimensions: Affect, Usefulness, Aesthetics, Cultural Values, and Novelty. A 7-point Likert-scale questionnaire was administered to 708 participants, resulting in a reliable instrument (Cronbach's α = 0.96). Exploratory and confirmatory factor analyses, and structural equation modeling revealed that Aesthetics mediates Affect, and Cultural Values mediate Usefulness. Educational level negatively moderates the perception of Cultural Values. The final model, excluding Novelty, provides a valuable tool for assessing creativity in museum products.

Publisher

Humanities and Social Sciences Communications

Published On

Feb 19, 2024

Authors

Hui Cheng, Xu Sun, Jing Xie, Bing-Jian Liu, Liang Xia, Shi-Jian Luo, Xin Tian, Xiao Qiu, Wei Li, Yang Li

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