Nowadays, cross-border e-commerce (CBEC) has become an important channel for promoting international trade. There are many factors that influence consumer participation in CBEC, including the display of product images in the product search list. Excellent and appropriate product photo display can not only attract more consumers, but also stimulate consumers' willingness to buy. However, few studies have focused on the specific elements that should be included in a product photo in a CBEC setting. Based on cue utilization theory and ELM model, this study constructs a research model of consumer purchase intention under the background of CBEC from the perspective of task-relevant cues and affection-relevant cues. In addition, we explore the choice pattern of customers during online shopping by using the decision tree model, and then investigate the influence of specific elements in product photo on sales volume by using hierarchical regression. The data will be obtained from a well-known CBEC platform in China, using clothing products as key words to gather the three factors that consumers will normally first encounter in the search results: the price of goods, number of orders, and a photo of the merchandise. Results will have important theoretical and practical implications for CBEC researchers and practitioners.