Mediating Effect of Tea Perception on the Relationship between Tea Amenity and Tea Life Satisfaction: A Study of University Students in Gimhae

This study empirically investigated the effects of tea amenity—reflecting the environmental, cultural, social, and value characteristics of tea—and tea perception on tea life satisfaction among university students in Gimhae. Accordingly, this study examined how the components of tea amenity influence individual tea life satisfaction, and a systematic approach for developing tea amenity was derived to enhance the students’ satisfaction with participation in tea culture. University students residing in Gimhae are likely to play a proactive role in promoting local tea culture because of strengthened regional ties. Accordingly, this study defined tea amenity based on the environmental, cultural, social, and value characteristics and investigated how tea perception and tea life satisfaction vary according to the tea amenity. A survey was conducted on 173 university students in Gimhae. Tea amenity was significantly correlated with tea perception and tea life satisfaction, with the value aspect showing the strongest correlation. Tea amenity accounted for 49.7% of the variance in tea life satisfaction and 31.6% of the variance in tea perception. Tea perception was found to partially mediate the effect of tea amenity on tea life satisfaction. Therefore, enhancing the value and perception of tea is essential for promoting tea life. Understanding the characteristics and trends of tea amenity components can provide a foundation for developing tea amenity in Gimhae, increasing tea perception, and improving tea life satisfaction.