Abstract: “This paper aims at modeling the repurchase intention (RI) via three factors namely Word of mouth (WOM), Perceived price (PP), and Country of origin (COO). We also attempt to examine the mediating role of WOM in the relationships among PP, COO and PI. We use the case of Vietnamese consumers to see their repurchase intention toward Korean cosmetics. Methodology In order to complete the proposed purpose, this paper collects the primary data from Vietnamese consumers who have been using cosmetic products made in Korea. The collected data is processed by Structural Equation Modeling (SEM) approach with the aid of SPSS and AMOS software. Findings the results show that WOM plays the role of a mediator very well in the relationships among PP, COO, and PI. Particularly, without WOM COO does not indicate any influence on PI while PP presents some small effects. Therefore, WOM fully mediates the relationship between COO and RI, while partially mediates the relationship between PP and RI. Practica”

Keywords: Word of Mouth (WOM), Perceived price, Country of origin, Repurchase intention, Korean cosmetics, Vietnamese consumers