跨国文化传播对中国出口贸易的影响研究——基于友好城市的研究视角

文章将跨国文化传播纳入国际贸易理论分析框架,基于局部均衡分析法阐述了跨国文化传播影响出口贸易的理论逻辑,并深入分析跨国文化传播影响出口贸易的作用机制。进而以友好城市作为我国跨国文化传播的代理变量,使用PSM-DID模型、SUR模型、TE模型、中介效应模型等计量分析方法实证研究跨国文化传播对中国出口贸易的影响及其作用机制。研究发现,跨国文化传播显著推动了中国出口贸易的发展,且这一推动作用具有明显的贸易产品差异性、洲际差异性及时滞性特征。在进一步的作用机制检验中初步发现,以友好城市表征的跨国文化传播通过信任塑造机制所形成的贸易创造效应与贸易市场拓展产生的文化差异倒逼机制,显著提高了中国的出口贸易水平。该研究可为推动中华文化的跨国传播以促进国际经济合作提供理论依据和决策参考。

The Influence of Transnational Cultural Communication on China's Export Trade: Research Perspective Based on Twin Cities

Culture has always been the basis and medium of economic, political and social activities, and its role is ubiquitous and irreplaceable. Influenced by the factors of physical geography, social system and human history, the cultures of different countries usually show obvious differences, and the cultural estrangement caused by different cultures has become an important obstacle to international economic cooperation. As an important means to eliminate cultural barriers, cultural exchange has always been widely valued by all countries. All along, China has also attached great importance to the external dissemination of culture and cultural exchanges with other countries in the world. Especially after entering the 21st century, the strategy of "going out" of Chinese culture has been continuously strengthened. As an important embodiment of the connotation upgrading of "going out" development strategy in the new era, transnational cultural communication is gradually developed after the capital export, and is expected to become a new driving force for China's new round of economic growth. Facts have also proved that the "going out" of Chinese culture has greatly promoted the world to study China more deeply, to view China more objectively and to have a more comprehensive understanding of China, and has produced a strong economic externality effect on China's international economic cooperation. Although international cultural communication is so important to international economiccooperation, there are relatively few research literatures in related fields at home and abroad. In this regard, this paper based on the partial equilibrium analysis, to discusses the mechanism of the influence of transnational cultural communication on export trade. Then, taking the twin cities as the proxy variables of China's transnational cultural communication, this paper empirically studies the impact of the transnational cultural communication on China's export trade and its mechanism by using the econometric analysis methods such as PSM-DID model, SUR model, TE model and intermediary effect model. The results show that transnational cultural communication has significantly promoted the development of China's export trade, and this role has obvious characteristics of trade product differences, intercontinental differences and time lag. In the further mechanism test, it is found that the transnational cultural communication represented by twin cities can significantly improve China's export trade through the trade creation effect formed by the trust shaping mechanism and the cultural difference forcing mechanism caused by trade market expansion. The research can provide theoretical basis and decision-making reference for promoting the cross-border spread of Chinese culture and international economic cooperation.