摘要：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.
