The paper measures and predicts the performance of online auxiliary channel of movies released in China. Based on the signaling theory, the paper confirms that online movie consumption is generally informed by the box-office revenue of the same movie, with genres as important moderators.

ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND AND HYPOTHESES
RESEARCH DESIGN
DISCUSSIONS AND CONCLUSIONS
REFERENCES

• Zhujun Li(Shanghai University, China)
• Haodong Gu(Shanghai University, China)
• Ning Chen(University of Canterbury, New Zealand)