Creativity significantly influences consumer satisfaction in museum cultural and creative products, yet little research has explored how specific creativity dimensions—Novelty, Usefulness, Affect, Aesthetics, and Cultural Values—shape consumer perceptions. This study examines the relationship between these dimensions and consumer satisfaction to identify the most influential factors. An online survey was conducted with 1,995 participants, who evaluated nine cultural and creative products across five creativity dimensions and satisfaction using a seven-point scale. Data analysis focused on average scores and standard deviations to compare the impact of different dimensions. The results indicate that Cultural Values, Aesthetics, and Affect are the strongest predictors of consumer satisfaction, while Usefulness has the weakest association. Products with higher satisfaction consistently scored well in Cultural Values, emphasizing their role as cultural artifacts rather than functional objects. The significance of Aesthetics and Affect highlights the importance of visual appeal and emotional engagement, whereas Usefulness consistently received the lowest scores, suggesting that consumers prioritize symbolic and experiential qualities over practicality. These findings suggest that museums and designers should enhance cultural storytelling, refine aesthetic quality, and foster emotional engagement to improve consumer satisfaction. While Usefulness plays a minor role, integrating subtle functional elements without compromising cultural authenticity could add value.

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Understanding the Link Between Creativity Dimensions and Consumer Satisfaction

  • Hui Cheng,
  • Lu-jia Jin,
  • Xiao Qiu

摘要

Creativity significantly influences consumer satisfaction in museum cultural and creative products, yet little research has explored how specific creativity dimensions—Novelty, Usefulness, Affect, Aesthetics, and Cultural Values—shape consumer perceptions. This study examines the relationship between these dimensions and consumer satisfaction to identify the most influential factors. An online survey was conducted with 1,995 participants, who evaluated nine cultural and creative products across five creativity dimensions and satisfaction using a seven-point scale. Data analysis focused on average scores and standard deviations to compare the impact of different dimensions. The results indicate that Cultural Values, Aesthetics, and Affect are the strongest predictors of consumer satisfaction, while Usefulness has the weakest association. Products with higher satisfaction consistently scored well in Cultural Values, emphasizing their role as cultural artifacts rather than functional objects. The significance of Aesthetics and Affect highlights the importance of visual appeal and emotional engagement, whereas Usefulness consistently received the lowest scores, suggesting that consumers prioritize symbolic and experiential qualities over practicality. These findings suggest that museums and designers should enhance cultural storytelling, refine aesthetic quality, and foster emotional engagement to improve consumer satisfaction. While Usefulness plays a minor role, integrating subtle functional elements without compromising cultural authenticity could add value.