The Internet has become a major channel for selling a myriad of products and services. To make the on-line shopping experience more vivid, retailers frequently portray product images and video clips on their Web-sites. Although the dimensions of e-service quality have been studied in various on-line contexts, research focusing on visual images is scant. The purpose of this exploratory study is to examine how consumers evaluate video clips portraying experiential services in the context of commercial Web-sites. Our results indicate that consumers evaluate video clips based on six distinct dimensions: user interaction, aesthetics, customization/personalization, assurance/trust, flexibility and a novel dimension called virtual human interaction.