Data underlying the article: Effect of Online Anonymity on Tourists' Exploratory consumption Behavior

Through three experiments, it was demonstrated that tourists, when in an anonymous state, show a greater willingness to engage in exploratory consumption (Study 1). This is primarily because anonymity triggers a bold mindset (Study 2). Moreover, the impact of anonymity on bold mindset and exploratory consumption behavior is moderated by tourists' openness personality trait.Tourists with high openness traits are more inclined to exhibit boldness and engage in exploratory consumption (Study 3).