Objective: To explore the dynamic experiences and underlying mechanisms of infertile couples undergoing in vitro fertilization and embryo transfer (IVF-ET) within the context of Chinese social-culture. Design: Grounded Theory Study. Setting: Reproductive Center of Northwest Women’s and Children’s Hospital, China Population/Sample: Purposive and theoretical sampling was used to recruit 22 infertile couples undergoing IVF-ET. Methods: Guided by constructivist grounded theory methodology, semi-structured face-to-face interviews were conducted. Data were analyzed through three iterative steps: initial coding, focused coding, and theoretical coding, utilizing constant comparative methods and reflective memo-writing. Main outcome measure(s): The outcome of primary interest was the comprehensive psychosocial experiences of the participants throughout their entire IVF-ET process. Results: The substantive theory was synthesized into one core category: ‘forward or backward’, which captured the ambivalent psychosocial experiences of infertile couples undergoing IVF-ET within the context of Chinese culture. This theory described three overarching stages: making the decision, undergoing the treatment, and facing the result, with each stage linked to specific facilitators and barriers. Conclusions: This study establishes a theoretical foundation for further implementation of comprehensive reproductive health management. It is crucial for healthcare providers and policymakers to focus on the dyad of couples undergoing IVF-ET particularly within the Chinese sociocultural context, and to enhance both medical care and sociocultural support systems accordingly. Funding: The study was funded by Tibet Culture Heritage Development Collaborative Innovation Center Program (XT-ZB202408).