Abstract: In the researches of WOM dispersion, some studies find that high WOM dispersion has a negative effect, while others find that it has a positive effect. The reason for contradictory conclusions is that the influence of product attributes scores on the WOM dispersion has not been further analyzed. This paper explains and verifies the relevant hypotheses through multi-dimensional scoring, risk perception and personalized perception. Results of two laboratory studies indicate that WOM dispersion can stimulate consumer risk perception and personalized perception to influence purchase intention. The dominated-attribute type of product plays a significant moderating role in the main effects. In the Utilitarian Dominance (Hedonic Dominance) conditions, higher WOM dispersion will stimulate higher (lower) personalized perception and lower (higher) risk perception, thereby increasing (reducing) purchase intention. Additionally, consumers' ambivalence attitude can moderate the moderation effect of the rating of product attributes.

Key words: WOM dispersion, risk perception, personalized perception, dominated-attribute