文化特征如何影响文化贸易联系持续期?

How do Cultural Characteristics Affect the Duration of Cultural Trade Links?

文化贸易联系持续期能够彰显一国的文化贸易国际竞争力,而以往研究往往忽略了文化特征对于文化贸易联系持续期的影响。本文基于1996—2016年中国HS六位码大样本微观文化产品数据,以及世界价值观调查数据,通过构建文化特征以及文化贸易联系持续期指标,采用多种估计方法进行实证分析发现:共同宗教以及高民主程度对文化贸易联系持续期存在显著的促进效应,而出口目的国信任度水平、个人主义、外国语言接受度则在一定程度上呈现出负向抑制效应;不同文化产品种类中,视听类、其他视觉品和手工艺等核心文化产品以及非中间品文化特征的影响较为显著;不同文化距离以及贸易持续期样本中,文化距离越小、贸易持续期越长,文化特征的影响越强。此外,本文还探究文化特征视角下出口品质对贸易联系持续期可能的影响机制。基于上述分析,要积极利用多种途径提升核心文化产品的贸易联系持续期,尤其重点关注出口目的国的文化特征影响,降低由于出口目的国文化禀赋造成的不利影响,进而提升中国文化贸易国际竞争力。

The duration of trade links as an important indicator to measure the international competitiveness of cultural trade has a very important impact on the development of cultural trade in a country.Based on the 1996-2016 China Cultural Trade HS six-digit code products and the World Values Survey(WVS)data,this paper conducts an empirical analysis of the influence and mechanism of cultural characteristics and the duration of cultural trade links by constructing relevant indicators.The results of various empirical estimates in this paper indicate that common religion and the degree of democracy have a significant positive effect on the duration of trade links,while the level of trust,individualism and foreign language acceptance of export destination countries are negative to some extent.The cultural characteristics of different cultural product types have significant differences on the duration of trade links,especially for other core products such as visual products,handicrafts and audio-visual products,as well as non-intermediate products.With the extension of cultural distance,some cultural characteristics have the opposite effect on the duration of trade links.In addition,the longer the duration of trade links,the stronger the effect of cultural characteristics.This paper further explores the mechanism by which cultural characteristics influence the duration of trade links.Based on the above analysis,in order to promote the development of Chinese cultural trade,it is necessary to increase the duration of trade links of core cultural products,focus on the cultural characteristics of export destination countries and reduce the adverse effects caused by cultural endowments.