Effect of shopping experience on cross-cultural receptivity in ChineseSchool of Business, Sun-Yat Sen University, GuangzhouIntroductionDe Nowadays, under the trend of globalization, like all other aspects of marketing, our life, more and more products are added with cross-cultural mixing elements. For example, more Chinese films have Western actors and more Hollywood films conclude traditional Chinese films like Panda or feature films (C. Samuel Craig & William H. Greene & Susan P. Douglas, 2005). To promote customer satisfaction, we need to find out how customers accept and value these cultural mix goods or services? And what factors impact receptivity toward them? Current literatures have addressed questions of how people make sense of and respond to globalization and its social and cultural ramifications; how people defend the integrity of their heritage cultural identity against the “culturally erosive” effects of globalization. (Chi-yue Chiu & Peter Gries & Carlos J. Torelli & Shirley YY Cheng, 2011). From this, we know the effect of customers' value system on their acceptance of transnational goods. Other research examines the factors that impact this value system when evaluating a property. Some find ways to influence the diffusion of new products (Idil Sayrac Yaveroglu and Naveen Donthu, 2002). The perceived in-store shopping experience is also relatively important in explaining consumers' value perceptions. (Kerin & Roger A. Jain & Ambuj & Howard Daniel J, 1992). This indicates that food, clothing, and modes of artistic expression can be strongly rooted in a particular culture, and that there are marked differences across cultures in these product categories. People's acceptance of ...... middle of article ......–760Idil Sayrac Yaveroglu and Naveen Donthu (2002) “Cultural influences on the diffusion of new products” Journal of International Consumer Marketing, Vol. 14(4)Chi-yue Chiu, Peter Gries, Carlos J. Torelli and Shirley YY Cheng (2011) “Towards a social psychology of globalization” Journal of Social Issues, Vol. 67(4), pages 663 to 676C. Samuel Craig, William H. Greene and Susan P. Douglas (2005), “Culture Matters: Consumer Acceptance of US Films in Foreign Markets” Journal of International Marketing, Vol. 13(4), pp. 80-103 Steven J. Heine, University of British Columbia (2011) “The self as a cultural product: an examination of East Asian and North American selves” Journal of Personality 69: 6, December Martin van Mesdag (2000) “Culturally sensitive adaptation or global standardization – the shelf life hypothesis” International Marketing Review Vol.17(1).pp74-81