本研究目的為探討以線上聊天機器人整合進線上訂房系統對於提升飯店訂房業務和客戶服務的關鍵成功因素。研究團隊以台灣東部的一家中小型旅館為研究個案，採用實證研究法，研究架構以技術接受模型（TAM）和期望確認模型（ECM）理論框架為基礎，依變項為顧客的再訂購意願。研究方法應用結構方程模型（SEM）和PROCESS MACRO模型14進行驗證。研究結果（樣本數＝303）顯示，任務特性和聊天機器人技術在用戶滿意度和感知控制之間扮演重要中介角色，這兩者皆影響再次訂房意願。此外，服務氣氛（Service Climate）調節並加強了任務-聊天機器人技術適配性對感知控制的相關聯性，雖對重新訂房意圖影響不顯著。研究結果凸顯了技術能力與任務要求的適配性對於提升用戶滿意度和飯店品牌和再購意願的重要性，也揭示了聊天機器人技術在促進客戶關係方面的潛力。

Integrating AI-powered chatbots into online booking systems is essential to enhancing hotel business and customer service quality. This study comprises a small-medium hostel in eastern Taiwan. It aims to analyze how task characteristics and chatbot technology characteristics—specifically autonomy and efficiency—affect real customers’ experience in hotel bookings. This study employs the research methods of structural equation modeling (SEM) and PROCESS MACRO Model 14 for examining the research framework that has foundations of the study drawn from the technology acceptance model (TAM) and the expectation-confirmation model (ECM) theories frameworks. An empirical study was conducted by involving the sampling subjects of 303 responses. Results indicate that task characteristics and chatbot technology significantly mediate the relationship between user satisfaction and perceived control, both essential to rebooking intentions. Furthermore, service climate (SC) serves as a moderator, enhancing the mediation effect of task-chatbot technology fit on perceived control, although it does not significantly affect rebooking intentions. This study highlights the importance of aligning technological capabilities with task requirements to boost user satisfaction and promote loyalty in the hotel industry. It also sheds light on deploying chatbot technologies to enhance customer relationships.

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