| Chinese cultural trade has been thriving and the scale of cultural products export has continued to expand since 2007.However,trade partners are focused on areas close to Chinese culture.Cultural products contain more cultural attributes.So,it is necessary to pay more attention to the potential influence of cultural distance between different regions on the bilateral trade relations.In addition,as a channel of information transmission and exchange,transnational network has made the relation between countries more closely.To explore new ideas about improving the international communication power of Chinese culture and realize the high-quality development of cultural trade,this paper mainly studies the influence of cultural distance on the export of Chinese cultural products,the influence of Internet development on the relationship between them,and their influence mechanisms.Firstly,this paper clarifies the information influence mechanism of cultural distance on cultural products export,and points that the Internet may has the linear or nonlinear moderating effect,according to the related research on cultural distance,Internet development and cultural products trade,based on the transaction cost and cultural convergence theory.Secondly,based on the availability of cultural dimension data in Hofstede website,54 economies are selected as samples and this paper calculates cultural distance according to the formula.Based on the scope of cultural products defined by UNESCO Cultural Statistics Framework2009,this paper summarizes data from the United Nation Commodity Trade database and obtains the cultural products export value of China to 54 economies from 2010 to 2018.We construct the comprehensive index of Internet development according to the Generalized Principal Component Analysis method.Based on the extended gravity model and the moderating effect analysis method,the empirical analysis is carried out and the following conclusions are drawn:Cultural distance has a significant hindering effect on the Chinese cultural products export.When China exports to countries with large cultural differences,there are cross-cultural information collection and communication costs.Foreign residents have barriers on mastering the breadth and depth of culture-related information.The transaction process also exists credit risks.So prominent information asymmetry is not conducive to Chinese cultural products export.The level of Internet development has a nonlinear moderating effect on the relationship between cultural distance and export.In the early stage of Internet development,due to immature technology,incomplete infrastructure and lack of reliable network security,there may be risks of missing and tampering in the process of information transmission.Foreign residents may misunderstand Chinese culture due to "deteriorated" content.But along with the increasingly mature network technology and perfect Internet platform construction,foreign residents can often get exposed to more rich content of Chinese culture.Then they will constantly update or deepen the understanding of Chinese culture.Transnational networks can help people feedback information quickly and build trust relation faster,which can ease information asymmetry problem caused by cultural differences.In addition,this paper carries out a series of tests.The results are still robust.We find that the above effect is more obvious for visual arts and crafts products,and then some cultural dimensions have positive effect on export.Finally,this paper puts forward the following suggestions for different types of partners.For countries with higher degree of Internet development,we need to make full use of information advantages of the Internet platform,improve the network supply ability,and promote the integration of "Internet + culture".For countries with relatively low level of Internet development,cultural exchange and cooperation platforms should be built to enhance value identification among different regions. |
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