Exploring the Dimension of Ambiguity in Online Reviews: Impact on Helpfulness

ABSTRACT The availability of enormous amounts of Online Consumer Reviews (OCR) has made consumers rely on them extensively during their purchase decision‐making situations. At the same time, different OCRs could provide contradicting views, creating ambiguity. Such ambiguity is related to the information cues and review structure within the focal product's environment (i.e., in relation to other reviews) and within the review itself. This article explores four areas causing ambiguity in OCRs, including conflict between an aggregate product rating and individual rating , language style matching , conflict between review rating and review sentiment polarity , and two‐sided arguments presented in the review , and theorises their effect on review helpfulness, for experience and search products, respectively. Empirically, using 48,192 reviews collected across 30 different products, this study validates the proposed relationships. Results indicate that sources of ambiguity have a differential impact on the review's helpfulness. Ambiguity can negatively influence the review's helpfulness for a search product, but in the case of experiential products, ambiguous cues can make reviews more helpful. Contributions to the literature and practice are enumerated.