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

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.