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.

本数据集通过在线调查的方式搜集而成，其中包含性别（性别）、年龄（年龄）、受访者所观影片（电影）、电影中出现的演员（演员）、正面口碑生成（pwom）、负面口碑生成（nwom）、自我提升（enh）、自我肯定（aff）、社会比较（com）、助人为乐（hlp）以及满意度（sat）等变量。调查于2023年11月进行，参与者为143名年龄介于18至59岁的日本消费者，其中男性占比65.0%，女性占比35.0%。在年龄分布方面，18-29岁年龄段占20.3%，30-39岁年龄段占27.3%，40-49岁年龄段占22.4%，50-59岁年龄段占30.1%。受访者被要求从2023年7月至10月在日本上映的八部电影中选择一部，以回答关于其针对电影口碑生成的行为问题。依赖变量，即正面电子口碑生成与负面电子口碑生成，分别通过单项测量；“观看电影后，我在口碑网站上发表了关于电影的正面评论。”（7分表示强烈同意，1分表示强烈不同意），以及“观看电影后，我在口碑网站上发表了关于电影的负面评论。”（7分表示强烈同意，1分表示强烈不同意），进行衡量。其他变量亦采用七点量表进行测量。