Cross-cultural consumer behavior research still lags behind general consumer behavior research in both quantity and quality. However, with the recent globalization of markets and internationalization of firms, researchers' interest has been steadily increasing, and as a result, more cross-cultural consumer behavior studies have been conducted in the past decade than at any previous time, with dramatic advances in topics, target countries, and research methodology—particularly in analytical methods and depth of analysis. Nevertheless, given the academic importance of cross-cultural consumer behavior research, past studies contain many inherent problems, and moreover, such research has not been actively pursued in Korea. Therefore, this study reflects on the problems of past research on cross-cultural consumer behavior and, to promote its future development, first proposes a desirable research model for cross-cultural consumer behavior research, and second, following this research model, selects only empirical studies that examine consumer behavior across two or more countries from the existing body of cross-cultural consumer behavior research, and reviews their content by topic and stage of analysis. In conclusion, the study offers recommendations regarding the problems of cross-cultural consumer behavior research and directions for future development.