Innovating Cultural Heritage Management: A Large Language Model (LLM)-Assisted Semantic Analysis of Consumer Perception in Museum Cultural Creative Products (MCCPs)

Museum cultural creative products (MCCPs) represent a contemporary and tangible extension of cultural heritage, transforming intangible values and historical narratives into accessible consumer experiences. As cultural heritage institutions increasingly adopt market-oriented strategies, MCCPs have not only become a crucial medium for engaging the public with heritage through creative innovation but also a key revenue source, ensuring the sustainability and growth of these institutions. However, research on how consumers evaluate MCCPs and how these evaluations impact satisfaction remains fragmented. This study examines the relationships among product perception, consumption experience, and consumer satisfaction, integrating key indicators such as Product Creativity, Design Aesthetics, Product Functionality, Service Experience, Product Quality, Product Price, Consumer Loyalty, Emotional Response, and Cultural Perception. Using 11,035 consumer-generated reviews from e-commerce platforms, this study employs LLM-assisted semantic sentiment analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM) to enhance thematic analysis and refine consumer insights, providing a more precise understanding of consumer perceptions and their effects on satisfaction. Results reveal that product perception significantly influences both consumption experience and satisfaction, with experience acting as a mediator between the two. Most notably, creativity is identified as the core dimension driving consumer satisfaction, highlighting the role of innovation in MCCP's success. Furthermore, this study extends the Diffusion of Innovation Theory by demonstrating how product creativity affects adoption and satisfaction in cultural heritage marketing. By integrating LLM-assisted semantic analysis and structural modeling, this study advances both methodological rigor and theoretical applications, offering a novel perspective on consumer perceptions in the cultural and creative industries.