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

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Listed:
  • Hui Cheng

    (Zhejiang University
    University of Nottingham Ningbo China
    Zhejiang University of Finance and Economics Dongfang College)

  • Xu Sun

    (University of Nottingham Ningbo China
    Nottingham Ningbo China Beacons Institute)

  • Jing Xie

    (University of Nottingham Ningbo China)

  • Bing-Jian Liu

    (University of Nottingham Ningbo China)

  • Liang Xia

    (University of Nottingham Ningbo China)

  • Shi-Jian Luo

    (Zhejiang University)

  • Xin Tian

    (Zhejiang University
    Guizhou University)

  • Xiao Qiu

    (Zhejiang University of Finance and Economics Dongfang College)

  • Wei Li

    (Zhejiang University of Finance and Economics Dongfang College)

  • Yang Li

    (Zhejiang University of Finance and Economics Dongfang College)

Abstract

As museums continue to play an increasingly significant role in the preservation, innovation, and dissemination of cultural heritages, the products sold in their souvenir shops have become a vital carrier of cultural and creative industries. The creativity of these products has drawn intensive attention from various industries. However, the evaluation of museum products’ creativity still lacks objectivity, scientific rigour, and systematisation. This study aims to construct a contextual and comprehensive measurement model to evaluate the creativity of products purchased in souvenir shops affiliated with urban historical museums in China. Based on the literature, ten related hypotheses were introduced, and a conceptual model was illustrated. Six relevant dimensions and 28 corresponding indicators were identified, and then a 7-point Likert-styled questionnaire was developed. An online survey was conducted, which invited 931 participants to take part. Among them, 708 responses are valid (rate 76.05%). The overall reliability of the survey is 0.96 (Cronbach’s α). Then, exploratory factor analysis, confirmatory factor analysis and a structural equation modelling analysis using SPSS and SmartPLS were conducted. The results supported most hypotheses proposed by this study and confirmed the validity of the museum product creativity measurement (MPCM). The validated instrument comprises five dimensions: Affect, Usefulness, Aesthetics, Cultural Values and Novelty, with a total of 21 indicators. Additionally, the findings revealed that Aesthetics mediates Affect, and Cultural Values mediate Usefulness. Moreover, a negative moderating effect of Educational Level on the perception of Cultural Values was detected.

Suggested Citation

  • Hui Cheng & Xu Sun & Jing Xie & Bing-Jian Liu & Liang Xia & Shi-Jian Luo & Xin Tian & Xiao Qiu & Wei Li & Yang Li, 2024. "Constructing and validating the museum product creativity measurement (MPCM): dimensions for creativity assessment of souvenir products in Chinese urban historical museums," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    • Handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-02780-5
    DOI: 10.1057/s41599-024-02780-5
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    References listed on IDEAS

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    1. Anna Jordanous & Bill Keller, 2016. "Modelling Creativity: Identifying Key Components through a Corpus-Based Approach," PLOS ONE, Public Library of Science, vol. 11(10), pages 1-27, October.
    2. Fenghua Zhang & Pascal Courty, 2022. "The China museum visit boom: Government or demand driven?," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 46(1), pages 135-163, March.
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    4. Zhao Li & Shujin Shu & Jun Shao & Elizabeth Booth & Alastair M. Morrison, 2021. "Innovative or Not? The Effects of Consumer Perceived Value on Purchase Intentions for the Palace Museum’s Cultural and Creative Products," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
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    6. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
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