Reading the text for the Shuji "Well of Desire", it said that if the target refuse the gift, he has to lose glory.

Because usually, in Rokugan culture, you refuse a present more than once for etiquette, do you make your target lose glory every-time he/she refuses the gift?

Am I mistaking something?

Yep, you're slightly mistaken

The custom of refusing at first, before finally accepting, is still there and not changed by Well of Desire. Well of Desire is about whether or not they ultimately do accept or not.

Normally, a gift can be refused and it is, at worst, a loss of glory for the offerer, because their gift was so bad. At best everyone gains glory, because the gift was a true sacrifice and the recipient could truly have benefited, but honourably refused.

With Well of Desire you can ensure that your gift is perceived as fitting by everyone else, causing a loss of glory for the target who refuses such an obviously suitable gift.

Thank you very much