This study defined the concept of digital creativity, proposed digitalist disposition, digital environment, and domain expertise as influencing factors, and presented a research model expressing the causal relationships among these variables. Additionally, the sub-concepts constituting digitalist disposition, digital environment, and domain expertise were introduced. Furthermore, to verify the research model, a creativity measurement experiment was conducted at an avatar shopping mall operating on an actual portal site. In this experiment, participants were given a specific scenario and monetary compensation and were asked to exercise their creativity to decorate avatars, after which the results were evaluated for creativity by art teachers and web designers. In addition, existing creativity disposition measurement instruments were modified to measure actual digital creativity. The analysis results showed that digitalist disposition, digital environment, and domain expertise were found to have significant effects on digital creativity.