国家形象与出口贸易——基于2B2C企业调节效应的实证分析

National Image and Exports--An Empirical Analysis Based on the Moderating Eff ect of 2B Side and 2C Side

国家形象对于出口贸易的影响逐渐成为国际贸易领域学者研究的热点之一。本文依托美国皮尤民调中心有关中国国家形象的民调数据,深入分析中国国家形象对出口贸易的影响,利用WIOD数据库中批发业与零售业国别层面的出口额,重点研究2B2C企业交易规模对国家形象出口贸易的调节效应,基于研究结果提出相关的政策启示。

The infl uence of national image on exports has gradually become one of the hotspots studied by scholars in the fi eld of international trade.Based on the data from the Pew Research Center on China’s image,this paper analyzes the impact of China’s image on exports.By using the export data of wholesale industry and retail industry in the World Input-Output Database,this paper focuses on the moderating eff ects of transaction scale of 2B and 2C enterprises on the national image exports.At last,this paper proposes relevant policy enlightenments based on the research results.