Research On The Influence Of E-commerce On Cultural Trade Between China And Countries Along The "Belt And Road"

E-commerce is an important force to expand the space for international economic and trade cooperation and promote the prosperity of the global economy.The Industrial Development Plan clearly encourages the cultural industry to apply e-commerce.The "14th Five-Year" "Belt and Road" Cultural and Tourism Development Action Plan has created new opportunities to promote the further development of cultural trade between China and countries along the route.However,the "Belt and Road" cultural trade still faces complex international environment,multicultural background,Huge challenges such as different levels of development and diverse product demands.In this context,this paper raises the following four questions:(1)Does ecommerce have a positive impact on the development of cultural trade between China and countries along the “Belt and Road”?(2)Does this positive effect indirectly affect the effect of geographic distance?(3)Does the impact vary by region?(4)Does the impact have product differences?In order to answer these four questions,on the basis of summarizing related research,this paper firstly constructs the e-commerce development level system and calculates it through principal component analysis,and then explores the change trajectory of e-commerce and cultural trade between China and the countries along the “Belt and Road”.and development status.Then,it analyzes the economic effects of e-commerce affecting cultural trade from the macro and micro perspectives and analyzes the impact mechanism,and discusses the value realization methods of art,performance products and cultural and creative products trade in the e-commerce era.Finally,using the relevant panel data of China and 61 countries along the "Belt and Road" from 2010 to 2020,based on the revised trade gravity model,we conducted an empirical study from the industry-wide influence,distance effect,sub-regional comparison,and sub-product measurement,and by replacing variables,group by income,group by trade direction for robustness testing.The research results show that:(1)Total regression effect and distance effect: E-commerce will promote the development of cultural trade between China and the countries along the “Belt and Road”,and help to restrain the effect of geographic distance.for obvious.(2)The economic development level and trade scale of the six major regions along the route have regional differences: the 8 countries in South Asia are underdeveloped economically,and trade with the10 ASEAN countries is the largest,which promotes the role of e-commerce in cultural trade;while the 17 countries in West Asia have the largest trade scale.The economic development of China and the smallest trade scale with the 6 Central and East Asian countries hinder the role of e-commerce;Influenced by the superposition of factors such as relatively developed economy and small trade scale,The role of e-commerce is limited in the 7 CIS countries and the 13 Central and Eastern European countries..(3)The content and characteristics of the six categories of cultural products make the influence different: the promotion effect of ecommerce is mainly concentrated on the visual arts and handicrafts of category C,audio-visual and interactive media products of category A,cultural and natural heritage of category A,and cultural and natural heritage of category B.The role of e-commerce in performances and celebrations is limited by product characteristics;while D-type books and newspapers,and Ftype design and creative services with high cultural added value are greatly affected by cultural discounts,limiting the role of e-commerce.