TAILIEUCHUNG - Anders Husa 0776096 Magnus Kvale 0776530GRA 1901 Master Thesis“The TRAM Framework in a Social Media Context - Measuring Attitudes Towards Consumer-Company Interaction”A Study of Norwegian Social Media UsersHand-in date: 01.12.2009 Campus: BI Oslo Su

a | Anders Husa 0776096 Magnus Kvale 0776530 GRA 1901 Master Thesis The TRAM Framework in a Social Media Context - Measuring Attitudes Towards Consumer-Company Interaction A Study of Norwegian Social Media Users Hand-in date Campus BI Oslo Supervisor Associate Professor Line Lervik Olsen Program Master of Science in Strategic Marketing Management This thesis is part of the Master program at BI Norwegian School of Management. The school takes no responsibility for the methods used results found and conclusions drawn. GRA 1901 Master Thesis Table of Content EXECUTIVE Social Technology and the Media Implications for Research CONCEPTUAL AND THEORETICAL BACKGROUND TECHNOLOGY Technology Acceptance Model TAM .6 Technology Readiness TR .9 Technology Readiness and Acceptance Model TRAM .11 SOCIAL TECHNOLOGY READINESS CONSUMER-COMPANY INTERACTION IN SOCIAL Intention vs. Perceived Usefulness and perceived Ease of Social technology Research Hypotheses and Empirical RESEARCH Research Instrument Qualitative Research Focus Sampling frame and data Analytical Validity and Descriptive Characteristics of the Crosstabulations Based on Confirmatory factor Analysis Measurement Maximum Likelihood Measurement Diagonally Weighted Least Squares Measurement ML Measurement Model Item i GRA 1901 Master Thesis Final Measurement Structural Main Findings DISCUSSION AND Managerial .

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