Abstract: Based on literature review,interview,pilot study and large sample survey,this paper analyzes empirically the structure of China’s online retailer enterprise social responsibility behavior from consumer expectation’s perspective.Through selecting items and pilot study,the measurement scale of online retail enterprise social responsibility behavior is preliminarily established.At the same time,exploratory factor analysis and confirmatory factor analysis shows that online retail enterprise social responsibility behavior is a five factor structure,comprised of economical responsibility, cosumer responsibility,employee responsibility,legal responsibility and charitable responsibility,and its measurement scale has good reliability and validity.The results also show that consumers are more concerned about consumer responsibility,next is legal responsibility,employee responsibility and charitable responsibility,but economical responsiblity has not been got sufficient attention.In addition,consumers’ gender,age,education degree and online shopping frequency has different influence on online retail enterprise social responsibility behavior.This study provides a theoretical basis and tools for the evaluation of China’s online retail enterprise social responsibility,and has implications for online retail enterprises to fulfilling social responsibility marketing.