隨著體驗經濟的發展，茶產業也越來越重視用戶體驗，尤其是茶藝體驗。但茶藝體驗相關的研究和實踐仍偏向於以茶為中心，體驗的設計多是以服務提供者提供為導向。茶藝涉及與茶有關的一系列活動步驟，例如泡茶、喝茶和奉茶等，這些儀式化的活動步驟是茶藝用戶體驗的核心。因此，為了更加清晰的瞭解用戶對茶藝的看法，營造出符合用戶想法的茶藝體驗，本研究基於茶藝活動步驟對茶藝體驗進行分析。
實驗一中，首先，通過專家訪談，實地調研方和文獻研究方法，選取了16種代表性茶藝樣本。其次，收集16個茶藝樣本的所有活動步驟，刪除重複的活動步驟，構建數量化III類的原始數據矩陣。第三，基於數量化III類的結果，將具有最大特徵值的兩個軸分別作為X軸和Y軸，以構建茶藝樣本的意象地圖。第四，特徵值大於0.25的軸，採用SPSS的集群分析對茶藝樣本進行分組。第五，採用焦點團體小組法對茶藝分組結果進行重新命名作為茶藝的類型，結合茶藝意象地圖歸納出茶藝體驗的四個面向。最後定義出四個茶藝體驗類型：飲茶體驗（tea drinking experience）,茶藝展示體驗（tea show experience）,儀式化體驗（tea ceremony experience）和玩茶體驗（tea game experience）。四個茶藝體驗面向：重視品茗（sensory experience of tea）、娛樂他人（entertaining others）、氛圍營造（ambience creation）和自娛自樂（self-entertainment）。基於不同茶藝類型所需的技能需求，通過決策實驗室分析法（DEMATEL）計算出四個茶藝類型的相互影響關係，制定出茶藝體驗類型的體驗順序。根據這些先後順序，推導出茶藝體驗的策略，第一步，茶葉感知體驗（sense）；第二步，品茶導向的活動體驗（activity for sensory）；第三步，儀式化導向的活動體驗（activity for ceremony）；第四步，自由創造體驗（creation）四個體驗階段。基於這些茶藝體驗面向和茶藝體驗類型及其體驗順序構建出茶藝體驗模型。
實驗二中，根據所歸納出來的茶藝體驗的四個面向，首先採用涉入程度量表，通過問卷調查篩選出茶藝高涉入人群。採用評價構造法對茶藝高涉入人員進行訪談，尋找出四個茶藝體驗面向的魅力特質（中位）和具體構成條件（下位）。將魅力特質（項目）和具體具體構成條件（類目）轉化成數量化I類的問卷，進行計算分析。得出魅力特質對茶藝體驗面向的影響的重要程度，以及具體構成要素對魅力特質的正負相關性。最後歸納出茶藝四個面向的魅力設計脈絡。並提出四個設計脈絡的設計要點：重視品茗體驗方向注重「茶的專業性的呈現」，娛樂他人注重「吸引人的形式」，氛圍營造方向要重視好的「好的服務的呈現」，自娛娛人重視用戶體驗過程中的「研習」的感覺。
本研究從茶藝體驗的角度為茶藝的設計、茶館的服務設計、茶藝體驗式學習提供設計參考依據，以提高茶藝體驗的質量。

Due to the development of experience economy, user experience, especially tea art experience, is increasingly concerned in the tea industry. However, current studies on tea art experience mainly focus on tea itself and the design and planning of user experience are mostly provided by tea art service providers. Tea art involves a series of activities related to tea, such as tea making, tea drinking and tea serving. These ritualized procedures are the core of user experience of tea art. Therefore, in order to more clearly understand the user's view of tea art and create a tea art experience that is in line with user's intention, this study aims to analyze the tea art experience based on the tea art activity procedure.
In the first experiment, through expert interviews, field investigation, and literature research, 16 representative procedures of tea art were firstly selected. Secondly, it gathered all the steps of 16 tea art samples were collected and the repeated steps were removed to construct a Quantification Theory Type III (QTTIII) original data matrix. Thirdly, according to the results of QTTIII, the two axes with the maximum eigenvalues were treated as the X axis and Y axis to construct an image map of the tea art samples. Fourthly, the axes with eigenvalues higher than 0.25 were used as the data for the Cluster Analysis by SPSS to group tea art experiences. Fifthly, according to the focus group research method, the groups of tea art experiences were renamed and the four experience directions were summarized. Sixthly, four tea art experience types were also defined as: tea drinking, tea show, tea ceremony, and tea game and four experience directions of tea art were defined: sensory experience of tea, entertaining others, ambience creation, and self-entertainment. The tea art experience model was established. According to skill requirements of different tea art experience types, with the method of Decision Making and Trial Evaluation Laboratory (DEMATEL), the mutual relationships among the four tea art experience types were calculated in order to determine the sequence of tea art experience types. Then the strategy of tea art experience was derived in the following stages: “sense”, “activity for sensory”, “activity for ceremony”, and “creation”. Finally, the tea art experience model was constructed based on the above directions, types and sequence of tea art experience.
In the second experiment, according to the four experience directions of tea art, based on Involvement Scale, highly involved users of tea art were selected. Then, with the Evaluation Grid Method (EGM), highly involved users were interviewed to obtain the attractive characteristics (original evaluation items/middle level) and specific constituent conditions (low level). The attractive characteristics (items) and conditions (categories) were transformed into QTTI questionnaires for the calculation and analysis. The influence degrees of attractive characteristics on tea art experience directions, as well as the positive and negative correlations between specific constituent conditions and attractive characteristics were determined. Finally, the attractive design contexts of the four tea art experience directions were summarized and the key points of design were proposed as follows. In the experience direction of sensory experience of tea, the professional presentation of tea is important. In the experience direction of ambience creation, the presentation of good service is the core. In the experience direction of self-entertainment, the attractive form is the key. In the experience direction of entertaining others, the studying feeling is significant.
This study provided the basis for tea art design, service design of the tea house, and tea art learning from the perspective of user experience in order to improve the quality of tea art experience.

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