|This study was to examine the antecedent and consequent factors of coffee shop`s price fairness. A critical review of available literature on the issues were presented and specific attention was paid to price fairness and antecedent and consequent factors of coffee shop`s price fairness. The data from 244 coffee shop customers was analyzed, which were collected by online survey and refined to coincide with the purpose of this study. Results of path diagram analysis indicated that the excellence of product, interior, and service were significant antecedents of price fairness, and the excellence of product and interior influenced customer satisfaction. And both customer satisfaction and loyalty were significant consequents of price fairness.