目的 探究图片评论对消费者产品质量感知的影响，优化电商平台评论区建设。方法 基于刺激机体反应理论、精细加工可能性模型等作出假设，构建假设模型，并设计相关问卷，分析问卷数据。结果 发现卖家图片评论和买家图片评论对消费者产品质量感知的影响具有显著差异性，买家图片评论下消费者产品质量感知高于卖家图片评论，并且在产品类型的控制下，消费者对享乐型产品的买家图片评论质量感知显著高于卖家图片评论，而对于实用型产品，消费者对卖家图片评论质量感知显著高于买家图片评论。结论 电商平台经营者要根据产品类型对评论区中的图片评论进行建设。对于享乐型产品，商家要引导消费者上传能够满足消费者信息、情感需求的买家图片评论，而对于实用性产品，卖家要提供更加全面的具有产品属性信息的图片。

The work aims to explore the impact of picture comments on consumers' perception of product quality and optimize the construction of e-commerce platform comment area. Based on the theory of stimulus organism response and the possibility model of fine processing, the hypothesis model was constructed, and related questionnaires were designed to analyze the questionnaire data. The results showed that there was a significant difference between the impact of sellers' picture comments and buyers' picture comments on consumers' perception of product quality. Consumers' perception of product quality under buyers' picture comments was higher than that of sellers' picture comments. Under the control of product type, consumers' perception of the quality of buyers' picture comments on hedonic products was significantly higher than that of sellers' picture comments. While for practical products, consumers' perception of the quality of sellers' picture comments was significantly higher than that of buyers' picture comments. The conclusion and optimization suggestions are as follows:the operators of e-commerce platforms should build the picture comments in the comment area according to the product types. The merchants selling hedonic products should guide consumers to upload buyers' picture comments that can meet consumers' information and emotional needs. For practical products, the seller should provide more comprehensive pictures with product attribute information.