Online review has been playing an important role in consumer decision making and enterprise marketing recently. This study focuses on two important issues. Firstly, how the ambivalence online review change consumer decision-making and purchase intension from the point view of different types of ambivalence online review. Secondly, how consumer of different involvement degree interprets the ambivalence online review of consumer decision. Finally, the following conclusions are obtained through the empirical study: 1) When the review about product functional attribute is positive, inter-attribute ambivalence is more significant for consumer's purchasing intension, compared with intra-attribute ambivalence. When the review about product hedonic attribute is positive, intra-attribute ambivalence is more significant to consumer's purchasing intension, compared with inter-attribute ambivalence.2) The degree of consumer involvement has a moderating effect on the relationship between product attributes and type of ambivalence and consumer purchasing intention. When the review about product functional attribute is positive, inter-attribute ambivalence is more significant to consumer's purchasing intension, compared with intra-attribute ambivalence of high level of consumer involvement. In contrast, intra-attribute ambivalence is more significant to consumer's purchasing intension, compared with inter-attribute ambivalence for high level of consumer involvement. When the review about product enjoyment attribute is positive, intra-attribute ambivalence is more significant in consumer's purchasing intension, compared with inter-attribute ambivalence of high low of consumer involvement, thus there are no different between intra-attribute ambivalence and inter-attribute ambivalence for low level of consumer involvement.

This paper studies how the inconsistent product attributes reviews affect the consumer purchase intention, and discusses the mediating role of information processing fluency and the moderating role of the relationship norm and the ambiguity tolerance. In this study, 3 experiments were conducted to examine the significant effect of inconsistent product attribute reviews on the purchase intention, and the mediating effect of information processing fluency. The relationship between the relationship norm and ambiguity tolerance was also examined. The experimental results validate the research hypothesis, and the research also discusses the theoretical contribution, the management inspiration and the future research direction.

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