The emergence of TV home shopping in China is one of the latest advertising developments in one of the fastest growing markets in the world and has generated interest among both domestic and international mardeters. This paper makes the first attempt to describe the characteristics of TV home shopping in China, analyze the status of the communication and transaction infrastructure and discuss the cultural values of Chinese consumers and their influences. TV home shopping in China is indeed young in terms of its programming, products, positioning and customer services but it has improved rapidly. Recent expansions of China's communication and transaction infrastructure including television, household telephone, credit cards, and goods delivery systems constitute high potentials for the TV home shopping business. The success of TV home shopping will largely depend on the consumer acceptance. Some cultural values serve as facilitating factors while other serve as impeding factors for this new business. The former include 'declination to risk-taking,' 'seeing is believing' and 'thrifty' while the latter include 'materialism,' 'Westernization' and 'status-consciousness.' An interaction of these two types of factors will determine the consumer acceptance. The paper integrates these economic, technological and psychological factors into a micro research model in which intercultural empirical studies could be framed.