Abstract:Customers often react strongly to service failure,so understanding consumers’ responses to different types of service failures is a key prerequisite for e-commerce enterprises of agricultural products to address service failures and promote long-term development. In this article,according to the definition of e-service quality,the authors divide e-service failures of agricultural product into four categories:fulfillment,website design,privacy and security,and customer service,exploring the mechanism of consumers’ response to e-service failures of agricultural products through an exchange framework,and using the between-subjects experiment design to test the hypothesis. According to the results,different types of agricultural product e-service failures have different negative effects on consumers’ repurchase intention. Furthermore,consumers’ perceived fairness mediates the negative effect of agricultural e-service failures on consumers’ repurchase intention. In addition,different types of agricultural product e-service failures have different negative effects on the specific dimensions of perceived fairness. Accordingly,this study suggests that e-commerce enterprises of agricultural products attach importance to the problem of e-service failure,strengthen the classified management of service failure,and fully consider the role of consumers’ perceived fairness when developing coping strategies.