In the digital marketplace, electronic word-of-mouth (eWOM) has become a dominant source of information influencing consumer purchase decisions. While online reviews are intended to reduce uncertainty, contradictory and ambiguous reviews often create confusion and indecision among consumers. This study examines the impact of review ambiguity on consumer indecision and the resulting purchase dilemma in online shopping contexts. Using a structured questionnaire, primary data were collected from 258 respondents who regularly engage in online purchasing. The study employs quantitative techniques, including descriptive analysis, correlation, and structural equation modelling, to analyse the relationships between review ambiguity, perceived risk, information overload, trust, and purchase indecision. The findings reveal that high levels of review ambiguity significantly increase consumer confusion and delay in decision-making, leading to heightened purchase dilemma. Furthermore, perceived risk and information overload are found to mediate the relationship between ambiguous reviews and consumer indecision, while trust partially moderates this effect. The study contributes to existing eWOM literature by highlighting the negative consequences of inconsistent online reviews on consumer behaviour. The results offer practical implications for e-commerce platforms and marketers to improve review credibility, filtering mechanisms, and information presentation in order to facilitate more confident consumer decision-making. This research provides valuable insights for enhancing consumer experience and reducing decision paralysis in digital marketplaces.