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.

摘要： 文章通过文献回顾、访谈、预试和大样本调查，从消费者预期视角对我国在线零售企业社会责任行为的维度结构和测量量表进行了实证研究。通过筛选条目和预测试等程序初步确定了在线零售企业社会责任行为的测量量表，并经由探索性因子分析与验证性因子分析，发现消费者预期的在线零售企业社会责任行为包括经济责任、消费者责任、员工责任、法律责任、公益慈善责任五个维度，其测量量表具有良好信度和效度。结果还显示，消费者最看重在线零售企业承担消费者责任，其次才是法律责任、员工责任、公益慈善责任三个维度，相对不看重经济责任。另外，不同性别、年龄、受教育程度、网购频率的消费者所预期的在线零售企业社会责任行为表现是有差异的。本文不仅为我国在线零售企业社会责任的评价提供了理论依据和工具，而且对在线零售企业开展社会责任营销具有启示作用。