The Influence of Social Presence on Consumer Satisfaction: A Case Study of Snow King Mixue
Keywords:
Social Presence, Consumer Satisfaction, Virtual CharacterAbstract
This study explores the impact of social presence on consumer satisfaction, focusing on the Snow King character from the Mixue brand. Using a quantitative survey method analyzed by PLS-SEM, the findings show that perceived anthropomorphism significantly influences user experience and perceived usefulness, while social presence increases the perceived humanity of the character. Although variables such as flow and perceived enjoyment show weaker effects, the results highlight the importance of social presence and anthropomorphic design in fostering emotional connection and increasing consumer satisfaction. These insights offer valuable guidance for marketers looking to strengthen brand engagement through virtual character strategies.
References
Kim, H., & Park, M. (2024). When digital celebrity talks to you: How human-like virtual influencers satisfy consumer’s experience through social presence on social media endorsements. Journal of Retailing and Consumer Services, 76(February 2023), 103581. https://doi.org/10.1016/j.jretconser.2023.103581
Downloads
Published
How to Cite
Conference Proceedings Volume
Section
License
Copyright (c) 2024 Fadya Intan Rahmawati

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.