Based on the attribution theory, this paper constructs a conceptual framework for the influence of the dispersion of electronic word of mouth on consumers’ return intentions, focusing on the impact of the interaction between robot review and e-WOM dispersion on consumers’ attribution selection, the study uses situational experiments to collect data and verify hypotheses. The study found that: (1) Consumers are more willing to return goods when faced with high-dispersion electronic word of mouth; (2) When facing high-dispersion electronic word of mouth, consumers tend to attribute it to existing reviewers; (3) The influence of word-of-mouth dispersion on attribution selection is regulated by robot reviews. For the word-of-mouth dispersion of robot reviews, the tendency of word-of-mouth dispersion to be attributed to product reasons becomes greater. The research has laid a theoretical foundation for further exploring the influence of e-WOM dispersion on consumers’ return intentions, and also provides theoretical guidance and reference for enterprises to rationally use Internet robots and reduce return rates.