This study examined empirically the structural relationship among the antecedents of corporate social responsibility activities that had been considered as determining the evaluation of consumers' CSR activities. The purpose of the study is to disclose the role of antecedents(consumers' perception of fit, consistency, motivation) on consumers' evaluation of CSR activities. This results showed as follow. First, perception of fit had an effect on the consumers' evaluation of CSR activities mediating the perception of consumers' motivation. That is, if consumers perceive high fit between CSR cause and corporate/brand image, they evaluate motives of CSR activities as being altruistic and have a favorable evaluation of CSR activities. Secondly, perception of consistency had a dual mediation effect on consumers' evaluation of CSR activities. In the situation of a high consistency, consumers have a positive evaluation of CSR activities directly and via perception of motivation of CSR activities. Finally. this results revealed that perception of motivation of CSR activities was one of the most important factor determining consumers' evaluation of CSR activities.