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With the rapid development of the service industry, service companies face on the serious challenge in the competitive environment. Neither traditional nor new service company, the price is the one of important factors, also is one of the most important factors that influence consumer’s purchasing intention and purchasing behavior. When making an appropriate price, or adjusting price, marketer often face the problem how to price to bring profits, but also make consumers accept and maintain their satisfaction and loyalty, and not loss profits because of the price. Theoretical study and practical experience confirm that the price level is the external factor affecting purchasing, the internal mechanism affecting purchasing is the consumer perception of price fairness. It’s critical for service enterprises to understand the effect factors of perception of price fairness.Although an amount of research has been to explore the theory of the perception of price fairness, but the majority of the study concern the product’s perception of price fairness. For service, the price is more complex, the reasons for price changing are different from products, the attribution and ways are not the same. Therefore, this article will focus on the effect factors of perception of price fairness in service context. The conclusions of this study are as follows:Reference price system, customer-business relationship, service nature, service quality, and social regulation are the effect factors of perception of price fairness. Service nature is the moderator variables between service quality and perception of price fairness. However, the difference from previous research is price changing attribution is not significant to perception of price fairness.Finally, this article makes suggestion as follows:making influence on the price reference system, establishing long-term emotional relationship, and improving service quality.
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