Human-Centered Adoption of AI-Enabled Online Check-In in Hotels: An Extended Technology Acceptance Model

Online check-in (OCI) is becoming increasingly common in hospitality establishments to speed up the check-in process for customers, and this study seeks to determine what factors affect customers’ intention to utilize OCI. The current study extends upon TAM to determine how perceived usefulness, perceived ease of use, and trust in technology impact users’ attitude toward online check-in and intention to use. Quantitative data was gathered using an online questionnaire that was sent to participants who have previously used online check-in service(s). 200 usable responses were collected and analyzed via SEM-PLS. Perceived ease of use and trust in technology were found to have both direct effects on attitude and intention to use; perceived usefulness was found to have an indirect effect through attitude. Attitude toward online check-in was found to have a significant positive effect on intention to use online check-in, confirming its role as mediator. Implications of this study include extending TAM to include trust when dealing with online check-in service(s) and providing hotel managers with insight to create customer-centric digital products and services.为提升顾客入住流程效率，线上值机（Online Check-in，OCI）在住宿服务机构中愈发普及。本研究旨在探究影响顾客使用线上值机意愿的各类因素。本研究在技术接受模型（Technology Acceptance Model，TAM）的基础上进行拓展，旨在分析感知有用性、感知易用性与技术信任如何影响用户对线上值机的态度及使用意愿。本研究通过线上问卷收集定量数据，问卷发放对象为此前曾使用过线上值机服务的受访者。最终回收有效问卷200份，并通过偏最小二乘结构方程模型（Structural Equation Modeling-Partial Least Squares，SEM-PLS）开展数据分析。研究结果显示，感知易用性与技术信任对用户态度及使用意愿均存在直接正向影响；感知有用性则通过用户态度产生间接影响。用户对线上值机的态度对其使用意愿存在显著正向影响，证实了态度在模型中的中介作用。本研究的研究意义在于将技术信任纳入线上值机场景下的技术接受模型，同时为酒店管理者提供打造以顾客为中心的数字化产品与服务的实践启示。