The purpose of this study is to investigate and verify the influence of price fairness perceptions which is a significant measure of ski resort consumers' decision-making process on the relation between company trust and purchase behavior. To achieve the purpose, this study conducted a survey targeting customers using G ski resort located in Chuncheon-si from December 2018 through February 2019, and used total 214 sheets for the final analysis after excluding 36 sheets of data that are considered unfaithful such as duplicate or non-responses, consistent answers etc. For collected data, this study carried out frequency analysis, reliability analysis and correlation analysis using SPSS 21.0, and produced following results by conducting confirmatory factor analysis and structural equation modeling analysis using AMOS 21.0. First, results show that procedural fairness of ski resort price exerts a positive influence on company trust. Second, company trust was proven to have a positive influence on purchase behavior. Third, distributive fairness of ski resort price turned out to have a positive influence on purchase behavior.