Authors - Helmy Wijaya, Vallencia Ricca Widjaja, Fernand Jetshen Clevanno, Ichwan Masnadi Abstract - With rapid digitalization happening in the hospitality industry today, hotels are now able to interact more digitally with their guests using innovative customer service solutions. Aspects of technology adoption can be studied from the perspective of customer intelligence to gain behavioral insights about customers, which in turn can help hoteliers improve their user experience with such technologies and create a higher rate of adoption amongst customers. This research explores what factors affect hotel customers' intention to adopt online check-in technology by implementing the Technology Acceptance Model (TAM) with an exploratory factor analysis aimed at customer behavioral insights. Using quantitative explanatory research methods, data from 150 respondents in Jakarta was gathered through online questionnaires. Structural equation modeling was analyzed through Partial Least Squares SEM (PLS-SEM). Empirical results showed that PU and PEOU affected users' attitude toward using online check-in technology. The users' disposition exerted a considerable influence on their aspiration to utilize the digital check-in technology. The effect of PU and PEOU on intention was fully mediated by attitude, implying how affective evaluation by customers has an impact on customers' behavioral intention.
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