Based on prior researches, this study applies TAM to the utilization of social network service for CSR reporting. The antecedents of particular system utilization are perceived ease of use and perceived usefulness. Also, we examine the effects of perceived ease of use on perceived usefulness. Therefore, the following hypotheses are postulated.
Perceived Ease of Use
Perceived Usefulness
Utilizing of Online Social Network for CSR Reporting
Corporate Reputation
H2
H1
H3
H4
Hypothesis 1: Perceived ease of use has a positive effect on perceived usefulness.
Hypothesis 2: Perceived ease of use has a positive effect on utilization of online social network for corporate social responsibility reporting.
Hypothesis 3: Perceived usefulness has a positive effect on utilization of online social network for corporate social responsibility reporting.