The Preliminary Validation of PCMI in the Context of Museum Creativity

This article aims to examine the findings from our previous research. Using the indicators from the PCMI model (Product Creativity Measurement Instrument) with the highest factor loading in each metric, six hypotheses have been proposed based on the previous conclusions, and an online survey was designed. One hundred seventy-four participants (43.10% males and 56.90% females, 51.15% consumers and 48.85% experts) across China were invited to assess the five Storm Bottles selected from the top museums worldwide. The result meets the criterion of reliability (Cronbach’s α=0.95) and model fit. The result revealed that gender and expertise do not influence the perception of museum creativity. The data supported integrating Emotion, Attraction and Desire into the metric of Affect, and it is also proven that Affect rather than Novelty is the leading dimension impacting museum creativity. That Desire is a fast predictor for Creativity was supported by the result. Usefulness and Importance are found relevant, and positive relationships between Usefulness and Novelty, as well as Attraction, were witnessed.