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.