IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i18p8203-d1481979.html

Unveiling Consumer Satisfaction with AI-Generated Museum Cultural and Creative Products Design: Using Importance–Performance Analysis

Author

Listed:
  • He Li

    (School of the Arts, Kyungpook National University, Daegu 37224, Republic of Korea)

  • Ye Zhu

    (School of the Arts, Kyungpook National University, Daegu 37224, Republic of Korea)

  • Qihan Guo

    (School of Art and Design, Wuhan University of Technology, Wuhan 430070, China)

  • Jingyu Wang

    (School of the Arts, Kyungpook National University, Daegu 37224, Republic of Korea)

  • Mingxi Shi

    (School of the Arts, Kyungpook National University, Daegu 37224, Republic of Korea)

  • Weishang Liu

    (School of Arts and Design, Yanshan University, Qinhuangdao 066004, China)

Abstract

While artificial intelligence (AI) is being increasingly utilized in the design of museum cultural and creative products (MCCPs), limited research has explored consumer satisfaction with these AI-generated designs. This study quantitatively examined the impact of AI-generated MCCP design on consumer satisfaction and proposed strategies for improvement. A comprehensive evaluation system consisting of fourteen factor indicators across four dimensions was constructed through literature research, user interviews, and expert suggestions. On this basis, a survey with 297 consumers was then conducted using AI-generated cultural and creative products from the Dunhuang Museum. Additionally, the Importance–Performance Analysis (IPA) method was employed to analyze the importance of various factors in these AI-generated designs and their impacts on consumer satisfaction. The findings revealed that, while consumers expressed high satisfaction in terms of product functionality and creative attraction, improvements are needed in cultural expression and user experience. It is recommended that creating a multimodal museum database, developing structured prompt card models, and building an MCCP design platform with full-process AI participation would help to increase consumer satisfaction. This study can provide theoretical and practical references for the intelligent development of MCCPs’ design and promote the sustainable development of cultural heritage.

Suggested Citation

  • He Li & Ye Zhu & Qihan Guo & Jingyu Wang & Mingxi Shi & Weishang Liu, 2024. "Unveiling Consumer Satisfaction with AI-Generated Museum Cultural and Creative Products Design: Using Importance–Performance Analysis," Sustainability, MDPI, vol. 16(18), pages 1-28, September.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:18:p:8203-:d:1481979
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/18/8203/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/18/8203/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Andreas Eggert & Wolfgang Ulaga, 2002. "Customer perceived value: a substitute for satisfaction in business markets?," Post-Print hal-00484980, HAL.
    2. Greg D. Simpson & Jackie Parker, 2018. "Data for an Importance-Performance Analysis (IPA) of a Public Green Infrastructure and Urban Nature Space in Perth, Western Australia," Data, MDPI, vol. 3(4), pages 1-9, December.
    3. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhixin Liu, 2025. "The Impact of User Experience on Continuous Usage Intention for AI-Generated Digital Music Platforms: Examining the Mediating Roles of Emotional Attachment and Technology Self-Efficacy," SAGE Open, , vol. 15(4), pages 21582440251, December.
    2. Michelsen, Meg & Mukherjee, Pubali, 2026. "Making art accessible: How prompted AI use for simplifying art descriptions enhances museum visit satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    3. Haifei Ge & Jaewook Shin, 2025. "Bridging Consumer–Designer Gaps in Sustainable Fashion: A Framework for Eco-Friendly Product Design," SAGE Open, , vol. 15(4), pages 21582440251, December.
    4. Meng, Kexin & Xiao, Jing Jian, 2026. "Can ChatGPT relate to you? Exploring consumer satisfaction with AI-generated product advice through the lens of consumption values," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yuhan Ge & Qing Yuan & Yaxi Wang & Keunsoo Park, 2021. "The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China," Sustainability, MDPI, vol. 13(15), pages 1-19, August.
    2. repec:isv:jouijm:v:1:y:2012:i:2:p:123-141 is not listed on IDEAS
    3. Marelby Amado-Mateus & Yonni Angel Cuero-Acosta & Alfredo Guzman-Rincón, 2023. "Evaluation of psychometric properties of perceived value applied to universities," PLOS ONE, Public Library of Science, vol. 18(4), pages 1-17, April.
    4. Susan Geertshuis & Otto Krickl, 2013. "Value Judgements and Continuing Education," International Journal of Management, Knowledge and Learning, ToKnowPress, vol. 2(1), pages 123-141.
    5. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2023. "The development and validation of a scale to measure perceived value of mobile commerce (MVAL-SCALE)," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    6. Komppula, Raija & Gartner, William C., 2013. "Hunting as a travel experience: An auto-ethnographic study of hunting tourism in Finland and the USA," Tourism Management, Elsevier, vol. 35(C), pages 168-180.
    7. Gohary, Ali & Hamzelu, Bahman & Pourazizi, Lida & Hanzaee, Kambiz Heidarzadeh, 2016. "Understanding effects of co-creation on cognitive, affective and behavioral evaluations in service recovery: An ethnocultural analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 182-198.
    8. Lin Shi & Jiayi Xie, 2025. "Decoding Chinese Consumers’ Acceptance of Digital Collectibles: A Structural Equation Model Integrating Perceived Value, Risk and Regulatory Factors," SAGE Open, , vol. 15(4), pages 21582440251, October.
    9. Chang, Chiao-Chen, 2015. "Exploring mobile application customer loyalty: The moderating effect of use contexts," Telecommunications Policy, Elsevier, vol. 39(8), pages 678-690.
    10. Won‐Moo Hur & Yeonshin Kim & Kyungdo Park, 2013. "Assessing the Effects of Perceived Value and Satisfaction on Customer Loyalty: A ‘Green’ Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(3), pages 146-156, May.
    11. Ledden, Lesley & Kalafatis, Stavros P. & Samouel, Phillip, 2007. "The relationship between personal values and perceived value of education," Journal of Business Research, Elsevier, vol. 60(9), pages 965-974, September.
    12. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    13. Xuguang Zhu & Yihan Zhang & Zeyu Wu, 2025. "Familiar Yet New: How Design-Driven Innovation and Brand Image Affect Green Agricultural Product Purchase Intentions in the Live Streaming Environment," Sustainability, MDPI, vol. 17(2), pages 1-15, January.
    14. Zhang, Kai & Cheng, Xiaoting, 2025. "Determinants of consumers’ intentions to use smart home devices from the perspective of perceived value: A mixed SEM, NCA, and fsQCA study," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    15. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    16. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    17. Le Liu & Yinyun Yan & Xin Tian & Zuoliang Jiang, 2024. "Impact of Text and Image Information on Community Group Buying Performance: Empirical Evidence from Convenience Chain Stores," Sustainability, MDPI, vol. 16(11), pages 1-14, May.
    18. Anxin Xu & Chenwen Wei & Manhua Zheng & Lili Sun & Decong Tang, 2022. "Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis," Sustainability, MDPI, vol. 14(22), pages 1-17, November.
    19. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    20. Joshua Chang, 2025. "The mediating role of brand image in the relationship between storytelling marketing and purchase intention: case study of PX mart," Future Business Journal, Springer, vol. 11(1), pages 1-14, December.
    21. Simoni, Michele & Sorrentino, Annarita & Venturini, Luca, 2025. "Metaverse as content or container? Exploring the future of customer experience in tourism," Technological Forecasting and Social Change, Elsevier, vol. 220(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:18:p:8203-:d:1481979. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.