企业的社会责任活动的作为一种公共关系的手段,对于消费者的影响一直是商业伦理和公共关系研究领域的热门话题。研究证实企业社会责任活动的感知影响消费者购买意向,提升品牌形象和企业声誉,但是尚少有从公共关系的最终效果——组织-公众关系的角度来考察企业的社会责任活动的感知的影响。本研究通过对201名在校大学生的问卷调查,对最常接触的两类企业——中国电信和蒙牛公司的社会责任活动的感知与组织-消费者公众关系的检验,使用结构方程模型分析,发现大学生公众对企业所承担的社会责任的感知,对组织-消费者公众关系有显著的正面影响;验证了简化的组织-消费者公众关系概念的测量模型的效度和信度;讨论了企业运用社会责任活动进行公共关系传播的可行性和局限性。 Corporate social responsibility activities as a means of public relations, the impact on consumers has been a hot topic in the field of business ethics and public relations research. The research confirms that the perception of corporate social responsibility affects consumers’ intention to purchase and enhances brand image and corporate reputation. However, it is rare to examine the impact of perceived corporate social responsibility activities from the perspective of the ultimate effect of public relations-organization-public relations . Through the questionnaire survey of 201 undergraduates, this study examines the perception and organization of the social responsibility activities of China Telecom and Mengniu, the two most frequently contacted enterprises, the public relations of consumers, using structural equation model analysis, Found that college students’ perception of social responsibility undertaken by enterprises had a significant positive impact on organizational-consumer public relations; validation of the validity and reliability of the simplified organizational-consumer measurement model of public relations concepts; Feasibility and Limitation of Public Relations Communication in Social Responsibility Activities.