→ shoxx:有作者的名字就好辦了XD 07/02 01:22
http://tw.news.yahoo.com/article/url/d/a/100630/115/28e32.html
【台灣醒報記者莊瑞萌報導】青少年喜愛上社交網站結交朋友或是分享心情，科學家已找
到其中原因！根據素有「戀愛博士」之稱的美國學者薩克研究後發現，使用推特等社交網
站會讓大腦產生催產素（Oxytocin），使當事人感受到愉悅、滿足與信任感等感覺，效果
就像談戀愛一般。
美國克萊蒙研究大學研究人員薩克長期觀察民眾使用黑莓機、Facebook、MySpace、推特
，他利用上網時間與所測量到大腦釋放的催產素加以分析，發現當使用推特10分鐘左右，
催產素會上升13.2%，大約等於新郎在喜宴當天所保有的愉悅心情，薩克表示，「大腦會
將使用推特的時間，當作是與心愛的人相處在一起。」
薩克表示，使用社交網站會使大腦分泌催產素，也就是說在虛擬世界所帶給人的反應，就
像與人直接面對面一樣，也會帶來信任與滿足感。
一名現年32歲、相當喜愛上Facebook（臉書）的學生哈德絲頓就表示，「我喜愛上網看朋
友的照片，心情相當愉悅。」
雖然社交網站提供許多交友另類管道，不過長期沉溺網路等虛擬世界過量則會耗費時間，
加上網路交友複雜，辨識對方身分須特別小心，並適度地使用網路以及保持與朋友實際的
互動，才是讓自己擁有好心情的正確方法。
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題外話，有人知道cyberpsychology社群現在的研究方法多為什麼嗎？
我自己的感覺似乎都還是在分析行為的資料的階段。
大多使用問卷方式，形式有點和社會學類似。
而研究論文也以SSCI較多，
看來比較少直接或間接有關生理上的探討。
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※ 編輯: mulkcs 來自: 140.112.33.135 (07/01 12:31)
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作者: mulkcs (mulkcs) 看板: Cognitive
標題: Re: [新知] 研究：上社交網站 就像談戀愛
時間: Thu Jul 1 15:28:14 2010
英文版
Neuro-economist Paul J. Zak (Claremont Graduate University) has discovered,
and scientifically proven for the first time, that social networking triggers
the release of the feel-good hormone, Oxytocin.
Oxytocin (not Oxycontin, the addicting painkiller) is the hormone which
triggers a mother’s labor and delivery, thus fostering the bond between
mother/child. It seems reasonable that it would also trigger other types of
related coupling and trust behaviors. It has been proven that Oxytocin
release also produces feelings of affection and contentment. A general sense
of calm and love are also triggered by the release of this powerful hormone.
Oxytocin remains dormant and stored in our brains and in other parts of our
bodies. It is the release of this hormone which produces the feelings. So
strong is the effect, that most people would not need to be encouraged to try
those activities which release Oxytocin. In fact, they may naturally be
addicted to them e.g. octo-mom, “crackberry”, etc.
Zak’s study of Oxytocin and social networking revolved around time spent on
Blackberry use, Facebooking, MySpace and Twitter and the measurement of
Oxytocin levels. I think that these social networking tools simply facilitate
and, in some cases, replace the now old-fashioned face-to-face conversation.
That conversation is now known as “social networking.” Its content was
built from the question, “What’s new with you?” All of these new social
media tools are simply a new way of “broadcasting” the answer to the
age-old question of: what is new with you?
There are other known health benefits related to networking as well.
Additionally, we know that being connected to people and having many friends
has long been associated with increased lifespan and the ability to ward off
illness. There is a inborn human desire to communicate with others. Isn’t
that the most viral definition of social networking?
I believe that this data should be a wake-up call for every company who is
revisiting their marketing programs and determining whether or not social
media is “real or here to stay.” Today, some type of social media strategy
should be part of every firm’s marketing plan. People want to connect with
others who have shared interests via the hand-held mobile network, laptop
computers/Internet and otherwise.
Research tells us that when Oxytocin is released, trust and contentment
increase while fear and uneasiness decrease. This sounds strangely similar to
the longstanding, widely-known goal of “brand loyalty” which companies
strive to achieve through a variety of means. It appears that the most viral
way to create brand loyalty may indeed be word-of-mouth.
What has yet to proven is whether this “feel-good” feeling is or can be
translated into increased and measurable consumer spending habits and
patterns. But that data can’t be far behind.
Smart marketers will create simple, intuitive ways in which their users,
vendors, customers and so forth will be able to connect and “reach out and
touch someone.” Perhaps Bell Telephone Systems was just ahead of their time.
Today it will be on your handheld mobile device rather than your pink
princess phone…
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原始網址：
http://www.read-news.info/tag/oxytocin-levels/
有版友問到原始論文一事
但我去查了似乎查不到
但這個研究者 Paul Zak似乎做很多類似的研究
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