E-commerce companies encourage consumers to use richer formats, such as images or videos, to describe consumption experience. The premise is that companies believe a richer presentation format can help consumers better understand their products, thereby enhancing consumers’ purchase intention. Does this premise hold? We argue that the effect of presentation format on purchase intentions will be affected by other factors, such as customer compatibility. Hence, in this study, by using theoretical foundations anchored on media richness theory and elaboration likelihood model, we conducted an experiment to investigate the interaction effect of presentation formats, customer compatibility on purchase intention, and the mediation effect of review usefulness. We find that the presentation format of reviews has a significant but subtle influence on purchase intention. Customer compatibility significantly moderates the effect of presentation format on purchase intention, and review usefulness mediates the process. We discuss the theoretical and practical contributions at the end.