HRMNM81
Assignment 1 2026
The Influence of Hyper-Connectivity, Perceived
Usefulness, Perceived Ease of Use, and Trust on
Consumers’ Behavioural Intention to Use AI-Driven
Chatbots.
Due Date: 12 May 2026
1.1 INTRODUCTION
Artificial intelligence driven chatbots have become central to digital customer interaction
across online platforms, particularly within retail, banking, and service industries where
automated communication improves efficiency and accessibility (Adam et al., 2021). These
systems simulate human conversation and provide immediate responses, which supports
faster service delivery and enhances user engagement in digital environments (McLean &
Osei-Frimpong, 2019). The widespread use of smartphones and continuous internet access
has created a hyper connected environment where consumers expect instant, seamless,
and personalised communication experiences across platforms (Venkatesh et al., 2012).
Perceived usefulness, perceived ease of use, and trust remain key determinants influencing
technology adoption behaviour within established acceptance models (Davis, 1989).
Terms of use
Consumers are more likely to adopt chatbot systems when they believe the technology
By making use of this document you agree to:
improves task performance, requires
Use thisminimal
documenteffort to operate,
as a guide andcomparison
for learning, functionsand
in reference
a securepurpose,
and
Terms of use
dependable manner
Not to duplicate,
(Zhou etreproduce and/or
al., 2024). misrepresent
Trust plays athecritical
contents of this
role
By making in document
use reducing asuncertainty
your own work,
of this document you agree to:
Fully accept the consequences should you plagiarise or misuse this document.
Use this document solely as a guide for learning, reference, and comparison purposes,
associated with artificial intelligence systems, especially when users interact with automated
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply
agentswith all relevant
without humanstandards,
oversightguidelines,
(Choudhuryregulations, and legislation
& Karahanna, 2023).governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 81 278 3372
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
HonoursResearch 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.
___________________ _____________
Full names and sign Date
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
Assignment 1 2026
The Influence of Hyper-Connectivity, Perceived
Usefulness, Perceived Ease of Use, and Trust on
Consumers’ Behavioural Intention to Use AI-Driven
Chatbots.
Due Date: 12 May 2026
1.1 INTRODUCTION
Artificial intelligence driven chatbots have become central to digital customer interaction
across online platforms, particularly within retail, banking, and service industries where
automated communication improves efficiency and accessibility (Adam et al., 2021). These
systems simulate human conversation and provide immediate responses, which supports
faster service delivery and enhances user engagement in digital environments (McLean &
Osei-Frimpong, 2019). The widespread use of smartphones and continuous internet access
has created a hyper connected environment where consumers expect instant, seamless,
and personalised communication experiences across platforms (Venkatesh et al., 2012).
Perceived usefulness, perceived ease of use, and trust remain key determinants influencing
technology adoption behaviour within established acceptance models (Davis, 1989).
Terms of use
Consumers are more likely to adopt chatbot systems when they believe the technology
By making use of this document you agree to:
improves task performance, requires
Use thisminimal
documenteffort to operate,
as a guide andcomparison
for learning, functionsand
in reference
a securepurpose,
and
Terms of use
dependable manner
Not to duplicate,
(Zhou etreproduce and/or
al., 2024). misrepresent
Trust plays athecritical
contents of this
role
By making in document
use reducing asuncertainty
your own work,
of this document you agree to:
Fully accept the consequences should you plagiarise or misuse this document.
Use this document solely as a guide for learning, reference, and comparison purposes,
associated with artificial intelligence systems, especially when users interact with automated
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply
agentswith all relevant
without humanstandards,
oversightguidelines,
(Choudhuryregulations, and legislation
& Karahanna, 2023).governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 81 278 3372
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
HonoursResearch 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.
___________________ _____________
Full names and sign Date
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
