T he objective of the empirical study is to examine and to analyse the effect of social influence and vanity, and also exhibitionism as the role of the mediator betweenpassionate desire and self-expression word-of-mouth (WOM) of Korean cosmeticsconsumers. The sample of this empirical study contained women who are consumers of Korean cosmetics in Indonesia. This research uses Structural Equation Modelling (SEM) as hypothesis testing. The result of this empirical study are (1) social influence and vanity play an important role in shaping the passionate desire towards a certain product (2) exhibitionism tendency partially mediates the relationship between passionate desire and self-expression WOM. In another word, consumer behaviour of Korean cosmetics consumers such as self-expression WOM is influenced by other people and narcissism