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
Tags
museum products
creativity
MPCM model
Aesthetics
Cultural Values
reliability
evaluation methods
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