Research On The Influencing Factors Of The Acquisition And Diffusion Of Ideas Of Cultural And Creative Products In Museums

In recent years,a wave of cultural and creative fever has been set off,and major museums have successively integrated with the cultural industry,tourism and digital industries,excavated the cultural resources and cultural symbols of museums as a source of creative design,and promoted the rapid development of museums with new channels and means such as new media,short videos,and social software.Many attempts and innovations have also been made in the field of creative acquisition and diffusion of cultural and creative products,but they still face the mismatch between product creativity and cultural consumption;The digital presentation form is single,and there is an information cocoon effect of creative diffusion;The creative diffusion method is limited,and the homogenization of product content is serious;lack of popular participation in the diffusion of ideas;Museums lack creative talent;There are digital technical barriers and virtual space limitations.Therefore,museums urgently need a complete development system for creative access and diffusion.Explore the influencing factors of the acquisition and diffusion of ideas,analyze the creative acquisition methods of museum cultural and creative products,and play a role in promoting the diffusion of museum cultural and creative products.Therefore,this paper takes three typical museums as the research objects,adopts grounded theoretical methods,and extracts the influencing factors affecting the acquisition and diffusion of cultural and creative products of museums through the coding analysis of Nvivo12 software.The final results show that the influencing factors are divided into two aspects: internal drivers and external drivers,and the internal driving factors include six dimensions: cultural mining,creative empowerment,charm transmission,emotional driving,symbol expression,and product function.External drivers include four dimensions: demand pull,channel support,environmental support,and technology promotion.Secondly,through the refinement of influencing factors,on the basis of the preliminary construction of the theoretical model of creative acquisition and diffusion,three theoretical hypotheses were set,and based on the 253 valid samples collected by means of “online + offline” questionnaires,SPSS software and AMOS software were used for analysis,and all three hypotheses were confirmed in the test.Finally,combined with the grounded theory and empirical analysis results,the countermeasures and suggestions for the creative acquisition and creative diffusion of museum cultural and creative products are proposed from the aspects of cross-border integration,IP,popular hot spots,elements,digitization,talent training,and technical barriers.The results showed that:(1)the internal driving factors positively affected the external driving factors,the path coefficient was 0.94,which was significant at the level of 0.001;the internal driving factors positively affected the acquisition and diffusion of ideas,the path coefficient was 0.51,which was significant at the level of 0.001;the external driving factors positively affected the acquisition and diffusion of ideas,and the path coefficient was 0.47,which was significant at the level of 0.001.(2)Internal driving factors such as charm transmission,emotional drive,symbol expression,and product function have the greatest impact on museums,followed by external drivers such as actual demand,environmental support,channel support,and technology promotion.In summary,the above research provides a theoretical basis and decision-making reference for the research of museum cultural and creative products,and has important guiding significance for promoting the development of museum cultural and creative products.