The present work explores the possibility of giving a non-perturbative definition of the quantum field-theory models in non-integer dimensions, which have been previously studied by Wilson and others using analytic continuation of dimension in perturbation integrals. The method employed here is to base the models on fractal point-sets of non-integer Hausdorff-Besicovitch dimension. Two types of scalar-field models are considered: the one has its propagator (=covariance operator kernel) given by a proper-time or heat-kernel representation and the other has a hierarchical propagator. The fractal lattice version of the proper-time propagator is shown to be reflection-positive. The hierarchical models are introduced and their properties discussed on an informal basis.