This research explored the impact of person’s physical attractiveness in the picture reviews on women’s clothing purchase intention. The results showed that the physical attractiveness of the person in the picture reviews significantly affected the purchase intention of consumers, and the highly attractive person (HAP) could promote the purchase behavior of consumers. Body image was a mediator in the relationship between person’s physical attractiveness in picture reviews and consumers’ purchase intention, that is, people’s physical attractiveness indirectly influenced consumers’ purchase intention through body image. Finally, the influence of person’s physical attractiveness on consumers’ purchase intention was moderated by perceived similarity. When the consumers perceived that the people in the pictures were similar, HAP would promote their buying behavior. However, when the consumers perceived that the people in the pictures were dissimilar, HAP would reduce their buying behavior.
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