Recently, some fashion retailers have initiated sustainable actions in the form of corporate social responsibility (CSR) activities to address consumers’ social concerns. This study intends to combine the concept of CSR motivation attributions with brand extension literature in order to examine how consumers’ trust of a parent brand affects their CSR motivation attributions and ultimately their attitudes towards parent-brand CSR activities and sustainable extension lines. A self-administered online survey was conducted using scenarios describing a fast fashion retailer introducing a sustainable line. Data from 303 female U.S. consumers, aged between 18 and 34 years, were used for the statistical analysis. Data analyses were conducted using SPSS 21.0 for descriptive analysis, exploratory factor analysis, and regression analysis. The results revealed that all hypotheses were supported. The findings show that consumers’ trust of a parent brand has an indirect impact on positive attitudes towards the parent brand’s CSR activities as well as the sustainable extension product line, mediating positive evaluations of the brand’s social CSR motivations. In addition, this study suggests consumers’ prior trust of the parent brand is a variable that affects consumers’ evaluation of CSR motivation sincerity. Marketing suggestions and thoughts based on the findings of this study were provided.

온라인 게임포탈은 온라인 게임시장에서 중추적인 역할을 하고 있다. 본 연구에서는 온라인 게임시장의 성공요인을 알아보기 위하여 온라인 게임포털에서의 대인적 상호작용을 중심으로 플로우와 신뢰, 향후이용의도에 미치는 영향에 대하여 연구하였다. 온라인과 오프라인으로 수집된 163명의 응답자를 대상으로 자료를 수집하고 구조방정식 모형을 이용하여 분석하였다. 분석결과, 온라인 게임포털에서 사용자와 사용자간의 상호작용과 사용자와 운영자간의 상호작용은 플로우와 신뢰에 긍정적 영향을 미치며 플로우와 신뢰는 향후 이용의도에 긍정적 영향을 미쳤다. 따라서 대인적 상호작용과 플로우, 신뢰는 온라인 게임포털의 핵심성공요인으로 나타났다.

In recent years, electronic commerce has provided another access for consumers to purchase products. Shopping on line provides much information and less searching cost for customers, but some researches have pointed out that there are difficulties for companies to do business on web. For lack of trust, many people not prefer purchasing through virtual channels. Based on the literature review, this study aims at empirically testing the impact of website design on individual trust in internet firms. From statistic analysis, we will conclude that security, interaction, and navigation functionality will affect on-line trust. The result of this study may provide some managerial implications, especially for firms which want to enter on-line businesses.