• #International trade
• #People's republic of china

This study analyzed the impact of price fairness of products from the US and China, countries with which FTAs have been concluded, on purchase satisfaction and customer loyalty. The results showed that the fairness of US product prices had a positive impact on satisfaction and loyalty, while the fairness of Chinese product prices had a negative impact. Differences were also found in the impact of price fairness, satisfaction, and loyalty depending on the duration of the FTA.