With the rapid development of Web technology and the growing popularity of the Internet, electronic commerce (EC) has played an important role in the area of marketing. Research has shown that the hospitality industry is especially suitable to be a leader in online sales since its products are heterogeneous, intangible, perishable, and information intensive. Especially, hotels have been attempting to establish their brand names and to enlarge their market segments through the Internet. At present, many hotels have introduced online reservation systems on their Web sites so that Internet users can purchase rooms directly. Well-designed Web sites become a crucial way to communicate with potential customers in delivering appropriate information to meet customers' needs before purchasing. Despite continuous development on multimedia technology, especially virtual effect, on a Web site, little research has been reported to measure the effects of pictures on Web sites on customers' purchase behavior. Thus, this study aims to identify how customers perceive pictures on the Web and major effects of different picture presentations on their purchase behavior. It will lead hotels to achieve better relationships with customers and increase their sales volume.