The research question of this study is what kind of management is necessary for Japanese museums to realize exhibition and educational activities using the newly introduced ICT necessary to fulfill their mission required by the upcoming society. To clarify this, the purpose of the paper is to demonstrate the characteristics and management methods of museums that are generating product innovation. Data was collected from 433 valid questionnaires sent to 2,048 museums nationwide in Japan in 2021. We employ multiple regression analysis with a logistic regression analysis and a negative binomial distribution model. The analysis demonstrates that museums with more collaboration among staff and with other organizations in the museum produce more product innovations and that the museum management approaches that are affected by each technology introduced are different. The results are a theoretical contribution to museum management theory, as well as a practical contribution to museums.

Quality requirements for concept tests have been limited to “Who” and “What.” As for “How,” the reality brought about by virtual reality was proposed, but these would be costly and time consuming. This study focused on the reality of the product viewing environment and formulated the hypothesis that “In concept testing, the screen design of e-commerce sites improves the accuracy of estimating market share.” The results of a randomized controlled trial showed that a screen design that mimics an e-commerce site improves the accuracy of estimating market share compared to a regular screen design. The effect was higher for third-party e-commerce sites than for manufacturer brand e-commerce sites. We inferred that a design that mimics an EC screen gives consumers a sense of reality, and results in responses that are more in line with actual product selection behavior.