The influence of humanistic elements in the mascot "Bing Dwen Dwen" of the Olympic Winter Games Beijing 2022 on Chinese consuming behavior

Abstract

During the COVID-19 period, the Beijing 2022 Winter Olympics are facing various difficulties. With the limited number of spectators and ticket sales, a mascot named "Bing Dwen Dwen" has been greatly sought after and welcomed. And its hot sales have brought huge benefits to Beijing. The success of Bing Dwen Dwen stems from the rich humanistic elements in its design. In this study, factor analysis and principal component analysis were used to compare and analyze the correlation between human factors in Bing Dwen Dwen and people's purchasing behavior and willingness. The results of the study show that the humanistic factors that affect people's behavior and willingness to buy Bing Dwen Dwen mainly include: ethnic factors, artistic design factors, social influence factors, cultural value factors and era factors. The humanistic elements in Bing Dwen Dwen can promote people's purchasing behavior.