中文摘要：

企业坚持公平性原则,才能建立和维系与顾客的长期关系。笔者以旅行社网站的顾客为研究对象进行了一次实证研究,探讨了旅行社网站服务公平性对顾客行为意向的影响。数据分析结果表明：旅行社网站服务公平性直接影响顾客信任感和满意感,间接影响顾客的行为意向。

英文摘要：

Dealing with customers fairly is an important prerequisite for companies to establish and maintain long-term relationship with customers. The author, with customers of online travel agencies as study object, makes an empirical investigation and discusses the impact of the service fairnes（s of online travel agencies on customers＇ purchase intention. The data analysis indicates that the service fairness of online travel agencies directly influences the sense of trust and satisfaction on the part of customers and indirectly influences their behavioral intention.