104 страниц. 2012 год. LAP Lambert Academic Publishing Everyone knows that doing a business in a country without knowing its culture leads to failure. Over the last few years due to influence of globalization, the necessity of trade among the countries is more than before. The Middle East countries play an important role among the South East Asian countries as their target markets. The South East Asia is also a good market for the Middle East Countries to export their products. So knowing the culture of the people of these two regions and the effect of the culture on their shopping value is compulsory. The main objective of this study was to examine the role of Hofstede's cultural dimensions as antecedents of shopping value. Secondly, an examination of whether differences in shopping value existed between cultures, based on cultural dimensions. Survey was conducted to collect data from people of two countries: Iran and Malaysia. The analysis and result of this study can be useful for both lecturers and business men.