Understanding Customer Behavioral Intentions Toward Hotel Online Check-In: Insights from the Technology Acceptance Model

The rapid digitalization of the hospitality industry has transformed how hotels interact with guests, particularly through the adoption of online check-in systems as part of service innovation. From a customer intelligence perspective, understanding guests’ behavioral responses toward such technologies is essential for enhancing user experience and increasing adoption rates. This study aims to examine the factors influencing hotel guests’ intention to use online check-in by applying the Technology Acceptance Model (TAM), with a focus on customer perceptions and behavioral insights. A quantitative explanatory approach was employed using data collected from 150 respondents in Jakarta through an online survey. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that perceived usefulness and perceived ease of use significantly influence guests’ attitudes toward online check-in, which in turn strongly affects their intention to use the service. However, both perceived usefulness and perceived ease of use do not directly impact intention; instead, their effects are fully mediated by attitude. These results highlight the critical role of affective customer evaluation in shaping behavioral intention, suggesting that positive user experience and perception are key drivers of technology adoption in hospitality services. This study contributes to the literature on customer behavior and digital service adoption by providing empirical insights into how hotels can design user-centered online check-in systems to enhance customer engagement and improve service efficiency in the digital era.酒店业的快速数字化转型已然重塑了酒店与宾客的互动范式，其中将在线入住系统纳入服务创新体系的实践尤为关键。从客户智能视角来看，洞悉宾客对这类技术的行为反应，对于优化用户体验、提升技术采用率至关重要。本研究旨在借助技术接受模型（Technology Acceptance Model, TAM），剖析影响酒店宾客使用在线入住服务意愿的各类因素，重点聚焦客户感知与行为洞察。本研究采用定量解释性研究方法，通过线上问卷收集了雅加达地区150名受访者的调研数据，并运用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling, PLS-SEM）开展数据分析。研究结果显示，感知有用性与感知易用性会显著影响宾客对在线入住服务的态度，而该态度又会对其使用意愿产生强烈正向驱动作用。不过，感知有用性与感知易用性并不会直接作用于使用意愿，二者的影响效应完全通过态度这一中介变量得以传递。上述研究结果凸显了客户情感性评价在塑造行为意愿过程中的核心地位，表明积极的用户体验与感知是酒店领域技术采用的核心驱动因素。本研究通过实证分析，为酒店在数字时代设计以用户为中心的在线入住系统，进而提升客户参与度与服务效率提供了理论参考，丰富了客户行为与数字服务采用领域的相关研究文献。