Electronic Word-of-Mouth (eWOM) Behavior of Original-Novel Fans

This dataset was collected through an online survey. It includes variables such as sex (sex), age (age), movie viewed by respondents (movie), actor appeared in the movie (actor), positive WOM generation (pwom), negative WOM generation (nwom), self-enhancement (enh), self-affirmation (aff), social comparison (com), helping others (hlp), and satisfaction (sat).

The survey was conducted in November 2023. The participants were 143 Japanese consumers aged between 18 and 59. Of these, 65.0% were male and 35.0% were female. In terms of age groups, 20.3% were aged 18-29, 27.3% were aged 30-39, 22.4% were aged 40-49, and 30.1% were aged 50-59.

Respondents were asked to select one of the eight movies that were screened in Japan between July and October 2023 to answer questions

about their WOM generation behaviors regarding the movie. The dependent variables, positive e-WOM generation and negative e-WOM generation, were measured with each one item; “After watching the movie, I posted positive comments about the movie on a word-of-mouth website.” (7 = strongly agree, 1 = strongly disagree), and “After watching the movie, I posted negative comments about the movie on a word-of-mouth website.” (7 = strongly agree, 1 = strongly disagree), respectively. Other variables were also measured using seven-point scales.