Customer Acceptance of Guest Room Technologies: The Moderating Role of Demographic Factors and Technostress

This study investigates how demographic factors and technostress moderate hotel customers' acceptance of guest room technologies using the Technology Acceptance Model (TAM). Data collected from 502 mainland Chinese respondents revealed that while age and education level did not significantly moderate technology acceptance, gender emerged as a significant moderator. Specifically, females demonstrated a stronger relationship between perceived ease of use and perceived usefulness of guest room technologies. Additionally, technostress negatively moderated the relationships between perceived usefulness, perceived ease of use, and intention to use, indicating that higher technostress levels correspond with lower technology acceptance. These findings extend the theoretical understanding of technology acceptance in hospitality by demonstrating the differential impacts of demographic factors and technostress on guest room technology adoption. The study offers important theoretical contributions and practical implications for hoteliers implementing technological innovations.