中国互联网内容企业“出海”的区位选择及影响因素——基于“制度风险—战略动机”互动分析框架  

The Location Choice of China's Internet Content Companies'"Going Global":An Analytical Framework of"Institutional Risk-Strategic Motivation"

作　　者：殷琦[1] 王牧耕 YIN Qi;WANG Mu-geng

机构地区：[1]厦门大学新闻传播学院,福建厦门361005

出　　处：《新闻大学》2024年第4期30-44,117,118,共17页Journalism Research

基　　金：福建省习近平新时代中国特色社会主义思想研究中心全国宣传思想文化工作会议精神研究阐释课题“新时代国际传播能力建设研究”。

摘　　要：本研究从制度的能动性视角出发,构建包含国家与企业双重维度的“制度风险—战略动机”互动分析框架,对中国互联网内容企业国际化区位选择的影响因素及机制展开实证研究。研究发现:中国互联网内容企业“出海”呈现出明显的“制度风险规避”特征,且企业战略动机对此特征具有显著的增强效应,这说明其国际化行为主要遵循经济逻辑。本研究将国际传播关注的焦点从内容传播策略拓展至企业运营层面,既为国际传播研究提供了一个新的理论视角,也为互联网内容企业优化国际化策略、更好地进行国际传播提供微观依据。From agency perspective of institutional theory and analytical framework of"institutional risk-strategic motivation"including both country-and company-dimensions,this study conducts an empirical study on the effects of insitiututional risk of host countries and strategic motivation of enterprises on internationalization location choices of China's internet content companiess.The findings indicate that China's internet content companies'"going global"shows an obvious feature of"avoiding institutional risk",and their strategic motivations have a significant enhancement effect on this feature,which indicates that their internationalization behaviors have mainly obeyed the economic logic rather than the national intention and political logic presupposed by the"China Threat Theory".This study expands the focus of international communication research from the communication strategy to the business operation,which provides a new theoretical perspective for the international communication research,and suggestions for international communicaton and business strategies of China's internet content companies.

关 键 词：互联网内容企业 国际化 制度 风险 战略动机 

分 类 号：G203[文化科学—传播学]