论文化商品贸易的光环效应——基于中国进口市场的实证研究

The Halo Effect in Cultural Commodities Trade——An Empirical Study Based on China's Import Market

文化商品贸易的光环效应是指消费者通过消费文化商品而逐步认同和偏好一国的文化价值观念,进而更加偏好从该国进口的其他消费品。本文以中国市场为例,选取1996—2015年美、日、德以及世界其他国家对中国文化商品和消费品的出口数据,建立SDAIDS模型分析文化商品贸易所产生的光环效应。结果表明:在中国市场上文化商品贸易存在着光环效应;在电子类和奢侈品类商品上,文化商品的光环效应较强;在家具类和时尚类商品上,文化商品的光环效应相对较弱;在文化商品光环效应的影响之下,美、日、德等国在中国消费品进口市场上呈现出了不同的竞争关系。由此可见,大力发展文化商品贸易,推动文化商品出口具有重要的意义。

The halo effect of cultural commodity trade refers to a phenomenon that consumers gradually accept and favor a country＇s cultural value through the consumption of its cultural goods, and then they will show preference to other types of consumer goods imported from the same countries. In this paper,based on Chinese market, we select the cultural commodities and consumer goods export data of the United States, Japan, Germany and the other countries between 1996—2015 and establish SDAIDS model to analyze the halo effect of cultural commodities. The results show that there is a halo effect in the trade of cultural commodities in the Chinese market. The halo effect is relatively strong in electronic and luxury products and weak in furniture and fashion products. At the same time, under the influence of the halo effect of cultural commodities,the United States, Japan, Germany and other countries show different competitive relationships in China＇s consumer goods import market. So it can be seen that the development of trade in cultural commodities are of great importance.