The effects of emotional intelligence and word-of-mouth on consumers’ purchase decision in social network online purchase toward cosmetic market - A study in Ho Chi Minh City, Vietnam

Abstract

This research aims to investigate the effects of emotional intelligence, word-of-mouth, trust and perceivedvalue as important psychological factors on customers' behavior through social network online purchase. A modelhas been constructed and based on the proposed relationships of emotional intelligence, word-of-mouth, trust,perceived value, purchase intention and purchase decision. A survey was carried out and collected 430 responsesfrom people who used to buy cosmetics through social networks. By using quantitative approach and verificationtechniques, the findings indicate that consumers' buying behavior is predicted by word-of-mouth, trust andperceived value. Besides, word-of-mouth is also regarded as a factor that directly affects trust. In addition, there is asignificant positive relationship between the perceived value and trust. A positive relationship has also been foundbetween customers' purchase intention and their buying decision. However, there is no significant signal about therelationship between emotional intelligence and trust. The study also brings some strategic recommendations tocosmetic sellers and suppliers about how to attract more customers, and lead them to be loyal among multitude ofchoices in social network online purchase.