本文以市场信号理论为框架,采用内容分析法,以2006-2014年间在中国国内市场 上映且票房排名前40的360部影片为例,通过相关性分析和结构方程模型等统计方法, 分析电影生产方式(本文特指是否为国际合作生产)与票房绩效之间的关系。分析结果 显示,国际合作这种生产方式与票房绩效之间具有显著的正相关关系,但生产方式并非 直接扮演市场信号的角色,而是以其它信号变量为中介间接影响票房。同时,国外研究 证明的获奖这个变量在中国市场的验证结果为无效信号,说明国外文献中的信号模型并 不完全适用于中国市场。

Drawing on signaling theory, this study examines the impact of co-production on theatrical movies' box office performance. We test our hypotheses using correlative factor analysis, SEM and a comprehensive dataset of 360 movies which were released in the Chinese domestic market between 2006 and 2014 and ranked top 40 on box office. Results reveal the positive relationship between co-production and box office outcomes. The indirect effect, instead of direct effect, of co-production on box office performance is mediated through other market signals. Moreover, award, the signal proven effective by American studies, are ineffective to Chinese film market, implicating the limitation of signal model suggested by research abroad.