Abstract: This study employs the scenario simulation experiment to research the effect of fairness of service recovery on consumer emotions and behavior intention, taking express service failure and recovery for example. The results show that: the fairness of service recovery have a significant effect on consumer sentiment and behavior intentions, in which fair perception of service recovery other than unfairness can lead to higher positive emotions, public praise and repurchase intentions and results in lower negative emotions; all the three dimensions of the fairness of service recovery affect significantly consumer sentiment and behavioral intentions, and in detail, distributive fairness and interactional fairness can lead to consumers positive emotions, public praise and repurchase intention and will not bring negative emotions, while procedural fairness cannot bring positive feelings, public praise and repurchase intentions, it also will not bring negative emotions, the importance of the three dimension followed by interactive fairness, interactional fairness and procedural fairness; unfair perception of the three dimensions of the fairness are not able to give consumers positive emotions, public praise and repurchase intentions but the negative emotions; there is a significant positive correlation between consumer positive emotion, public praise and repurchase intention, and significant negative correlation between consumer negative emotion, public praise and repurchase intention.