, THE INFLUENCE OF HYPER-CONNECTIVITY, PERCEIVED USEFULNESS,
PERCEIVED EASE OF USE, AND TRUST ON CONSUMERS’ BEHAVIOURAL
INTENTION TO USE AI-DRIVEN CHATBOTS
by
Name: Type your name
Student Number:
HRMNM81 2026
in the subject
Honours Research Project in Marketing
(Department of Marketing and Retail Management)
at the
UNIVERSITY OF SOUTH AFRICA
DECLARATION
I, full names (student number), declare that “ADD YOUR TOPIC HERE” is my own work
and that all the sources that I have used or quoted have been indicated and acknowledged by
means of complete references. The usage of AI has been done so ethically and has been
referenced.
, INTRODUCTION
The rapid advancement of artificial intelligence (AI) has significantly reshaped how
businesses interact with consumers in the digital environment. One of the most prominent
applications of AI in customer engagement is the use of AI-driven chatbots. These systems
are designed to simulate human-like conversations and provide automated, real-time
responses to consumer queries across various platforms. Organisations increasingly adopt
chatbot technology to improve service delivery, enhance customer satisfaction, and reduce
operational costs.
In today’s digital economy, consumers operate in an environment characterised by hyper-
connectivity, where continuous access to the internet and digital devices influences their
expectations of immediacy and convenience. This constant connectivity has led to increased
demand for fast, efficient, and personalised interactions with brands. AI-driven chatbots are
positioned as a solution to meet these expectations by offering 24/7 availability and instant
communication.
Despite the growing adoption of chatbot technology, consumer acceptance remains a critical
factor influencing its success. Prior research suggests that behavioural intention to use
technology is shaped by several key determinants. These include perceived usefulness, which
reflects the extent to which consumers believe that chatbots enhance their service experience;
perceived ease of use, which refers to the level of effort required to interact with chatbot
systems; and trust, which relates to consumers’ confidence in the reliability, accuracy, and
security of chatbot interactions. In addition, hyper-connectivity may further influence
consumer attitudes by shaping digital habits and expectations.
Therefore, this research proposal seeks to investigate the influence of hyper-connectivity,
perceived usefulness, perceived ease of use, and trust on consumers’ behavioural intention to
use AI-driven chatbots. Understanding these relationships is important for both academic and
practical purposes, as it may assist organisations in designing more effective AI-driven
communication tools and improving user adoption rates. The study is expected to contribute
PERCEIVED EASE OF USE, AND TRUST ON CONSUMERS’ BEHAVIOURAL
INTENTION TO USE AI-DRIVEN CHATBOTS
by
Name: Type your name
Student Number:
HRMNM81 2026
in the subject
Honours Research Project in Marketing
(Department of Marketing and Retail Management)
at the
UNIVERSITY OF SOUTH AFRICA
DECLARATION
I, full names (student number), declare that “ADD YOUR TOPIC HERE” is my own work
and that all the sources that I have used or quoted have been indicated and acknowledged by
means of complete references. The usage of AI has been done so ethically and has been
referenced.
, INTRODUCTION
The rapid advancement of artificial intelligence (AI) has significantly reshaped how
businesses interact with consumers in the digital environment. One of the most prominent
applications of AI in customer engagement is the use of AI-driven chatbots. These systems
are designed to simulate human-like conversations and provide automated, real-time
responses to consumer queries across various platforms. Organisations increasingly adopt
chatbot technology to improve service delivery, enhance customer satisfaction, and reduce
operational costs.
In today’s digital economy, consumers operate in an environment characterised by hyper-
connectivity, where continuous access to the internet and digital devices influences their
expectations of immediacy and convenience. This constant connectivity has led to increased
demand for fast, efficient, and personalised interactions with brands. AI-driven chatbots are
positioned as a solution to meet these expectations by offering 24/7 availability and instant
communication.
Despite the growing adoption of chatbot technology, consumer acceptance remains a critical
factor influencing its success. Prior research suggests that behavioural intention to use
technology is shaped by several key determinants. These include perceived usefulness, which
reflects the extent to which consumers believe that chatbots enhance their service experience;
perceived ease of use, which refers to the level of effort required to interact with chatbot
systems; and trust, which relates to consumers’ confidence in the reliability, accuracy, and
security of chatbot interactions. In addition, hyper-connectivity may further influence
consumer attitudes by shaping digital habits and expectations.
Therefore, this research proposal seeks to investigate the influence of hyper-connectivity,
perceived usefulness, perceived ease of use, and trust on consumers’ behavioural intention to
use AI-driven chatbots. Understanding these relationships is important for both academic and
practical purposes, as it may assist organisations in designing more effective AI-driven
communication tools and improving user adoption rates. The study is expected to contribute
