User Experiences with Prompt-Supported Text-to-Image and Text-to-Video Task Conditions for Visual Creation in a Traditional Chinese Cultural Context: An Exploratory Study

Generative artificial intelligence (GenAI) is increasingly used in visual creation within a traditional Chinese cultural context, yet user experiences with prompt-supported text-to-image (T2I) and text-to-video (T2V) tasks remain underexplored. This exploratory study examined behavioural process measures and subjective experiences under prompt-supported T2I and T2V task conditions. Thirty-six participants, including 18 in the design-background group and 18 in the non-design-background group, completed two T2I and two T2V tasks using a fixed alternating sequence and condition-specific theme pools. Measures included total observed task duration, iteration count, NASA-TLX-based workload, overall flow-related score, process satisfaction, outcome satisfaction, UEQ-inspired semantic-differential evaluations, and participant-reported cultural and aesthetic impressions. Under the implemented fixed sequence and condition-specific task configurations, the T2V tasks were associated with longer total observed task duration and higher subjective workload than the T2I tasks, whereas no statistically detectable difference was found in outcome satisfaction. Within the recorded tasks, ending with direct adoption of a system-generated suggestion was associated with shorter total observed task duration and fewer iterations; outcome satisfaction was summarised descriptively by terminal strategy. Exploratory analyses also identified participant-background differences in several subjective evaluations, while participant-reported cultural and aesthetic impressions were summarised descriptively. Because the two conditions differed in task content, output configuration, and sequence position, these findings characterise the implemented T2I and T2V task conditions and should not be interpreted as modality-specific effects. By integrating behavioural records with subjective and culturally situated evaluations, this study provides an empirical account of user experiences in the implemented prompt-supported T2I and T2V task conditions and informs future controlled studies of culturally oriented human–GenAI creation.