Avatar identification mediates the relationship between avatar attractiveness and self-objectification among young MOBA players: the moderated roles of avatar customization and gender swapping.

ABSTRACT:

Background

Utilizing avatar identification to explain the relationship between avatar attractiveness on players' self-objectification among young MOBA players and analyze the moderating effects of avatar customization and gender swapping.

Methods

Applying non-probability sampling and snowball sampling methods, 495 valid questionnaires were collected. The study utilized the Avatar Attractiveness Scale, the short form Player-Avatar Identification Scale (PAI), the Objectified Body Consciousness Scale, and the Avatar Customization Scale.

Results

(1) Avatar attractiveness positively predicted self-objectification. (2) Avatar identification mediates the relationship between avatar attractiveness and self- objectification. (3) In the male group, both avatar customization and

SUBMITTER: Hao L 

PROVIDER: S-EPMC12522549 | biostudies-literature | 2025 Oct

REPOSITORIES: biostudies-literature