| Summary: | 碩士 === 育達商業科技大學 === 行銷與流通管理所 === 100 === Online social networking is one of the hottest discussion topics in the last couple of years. The biggest social network, Facebook with over 800 million users, has become a very attractive marketing platform for many companies. Companies should see what Facebook can do for them and use it as a niche tool. Two common practices are to set up a Facebook page to interact with customers and to design free Facebook applications to obtain customers' personal data. In 2010, the Federal Trade Commission of U.S.A charged Facebook Inc. because it deceived users by telling them that they could keep their personal data on Facebook but repeatedly sharing these data to public.
The privacy problem of Facebook has become the focus topic and attracted public's attention. It will become a problem soon in terms of business activities.Therefore; the research topic, how to increase the authorization rate of personal data in Facebook, is a very important study subject. In this paper, we propose that applying Anchoring Effect in Facebook applications will increase the authorization rate and raise the percept value.
The experiment result shows that using Anchoring Effect can effectively increase the authorization rate and raise the percept value. It has a positive impact on the marketing strategy. In addition, the Anchoring Effect can be used in many other free sites or applications in order to increase companies' profit.
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