Factors Influencing User Willingness To Use SORA

TL;DR

This study investigates factors influencing user willingness to adopt Sora's text-to-video technology, highlighting perceived realism and novelty value as key drivers, supported by empirical data and advanced analysis methods.

Contribution

It extends the UTAUT2 model with realism and novelty factors, providing new insights into user acceptance of T2V technology through empirical validation.

Findings

Perceived realism is the most influential factor.

Novelty value significantly impacts willingness.

Five configurations predict high and low adoption willingness.

Abstract

Sora promises to redefine the way visual content is created. Despite its numerous forecasted benefits, the drivers of user willingness to use the text-to-video (T2V) model are unknown. This study extends the extended unified theory of acceptance and use of technology (UTAUT2) with perceived realism and novelty value. Using a purposive sampling method, we collected data from 940 respondents in the US and analyzed the sample using covariance-based structural equation modeling and fuzzy set qualitative comparative analysis (fsQCA). The findings reveal that all hypothesized relationships are supported, with perceived realism emerging as the most influential driver, followed by novelty value. Moreover, fsQCA identifies five configurations leading to high and low willingness to use, and the model demonstrates high predictive validity, contributing to theory advancement. Our study provides valuable insights for developers and marketers, offering guidance for strategic decisions to promote the widespread adoption of T2V models.