With the rapid development of internet technology and online shopping, pictures are widely used in online reviews. This study based on the elaboration likelihood model, cognitive dissonance theory and cue consistency theory focuses on effects of the perceived attractiveness of pictures and review valence in online reviews on consumers’ purchase intention. Two studies will be conducted to test the framework and relevant hypotheses, the pictures in online reviews affect perceived usefulness of the reviews, and the online reviews with pictures make consumers feel more useful than without pictures. The perceived attractiveness of pictures moderates the effect of review valence on purchase intention and perceived fluency. The study also found the perceived attractiveness of pictures as a moderator, and the mediating effects of perceived fluency.