E-WOM is considered to be an important factor affecting consumers' purchasing decisions. Now many scholars focus on the specific presentation of e-WOM to study consumer behavior, and the research on the influence mechanism of the form-based characteristics of e-WOM information on consumers is relatively lacking. Based on clue utilization theory and the perspective of consumer psychology processing, we explores the impact of visual cues of e-WOM on consumer perception and purchase intention. The experimental results show that the visual cues of e-WOM promote the mental imagery of consumers, and then have a significant impact on their perceptual diagnosis and purchase intention. Finally, the corresponding marketing management inspiration is proposed.