• Journal of Korea Society of Industrial Information Systems
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• v.14 no.4
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• pp.128-142
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• 2009

Since fairness issue has been found to be important in many different business contexts such as marketing, organizational psychology and management in general. The purpose of this exploratory study was to identify the factor structure of fairness and its effects on customer satisfaction and word-of-mouth. In this survey, we collected data from the respondents who have experienced online shopping from 61 online shopping companies. The data were analyzed by structural equation model using LISREL 8.5. The results indicated that fairness has a four-factor structure, which is composed of distributive, procedural, interpersonal, and informational fairness, which is different from three-factor structure. In addition, perceived justice as a second-order construct were found to have a positive effect on customer satisfaction and word-of-mouth intention. The study suggests that online shopping mall should increase customer satisfaction and positive word-of-mouth by enhancing multiple aspects related to fairness.