Study On The Impact Of Fairness Preference On Consumer Emotion And Behaviour Intention

According to equity theory and social exchange theory, the fair is important,especially for customers and entrepreneurs. Consumers maybe encounter unfair treatment in the shopping process, and thus will be affected in the mood and behavioral intentions of consumers. But current research about fairness preference, concentrate in the verification of its existence, lack some research about consumer behavior.In this paper, we simulated four unfair scenes and measure fairness preference and consumer behavior intention. With summarizing the previous maturity, we proposed and designed my own questionnaire. After a breakneck search for 417 consumers, we measured and studied the relationship between fairness preferences, consumer sentiment and consumer behavior intention through empirical analysisThe study found that:(1) Fairness preference can directly affect consumer behavior intentions, fairness preference influence consumer behavior intention indirectly through consumer sentiment.(2) Different categories fairness preference impact consumer sentiment and consumer sentiment differently.(3) Customers who suffered unfair treatment in the future, more reluctant to issue an unfair reflection.(4) Different consumers have different reactions when suffered unfair treatment. Finally, based on the shopping environment in terms of, we give some suggestions for entrepreneurs.This study can enrich the measurement system of consumers’ preferences and behavior intention. And this study can contribute for wide spread of fairness preference.