The Influence of Social Presence on Consumer Satisfaction: A Case Study of Snow King Mixue

Abstract

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.