Along with the development of market globalization, it is necessary for marketers to develop marketing strategies that can be standardized between various countries. However, as the source of peoples' desires and actions, cultural factors will moderate many aspects of consumer behavior, such as their way of thinking or reaction to a stimulation. Therefore, it is important to identify the relationship between culture and consumer behavior when producing global marketing strategies. In this study, cultural assumptions are used as the basic theory to examine how peoples' behaviors are influenced by cultural factors. We then discuss which cultural factors influence cross-cultural consumer behavior the most.