This research aims to investigate the effects of emotional intelligence, word-of-mouth, trust and perceived value as important psychological factors on customers’ behavior through social network online purchase. A model has been constructed and based on the proposed relationships of emotional intelligence, word-of-mouth, trust, perceived value, purchase intention and purchase decision. | The effects of emotional intelligence and wordof mouth on consumers’ purchase decision in social network online purchase toward cosmetic market - a study in Ho Chi Minh city, Vietnam