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

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 gender swapping significantly moderated the relationship between avatar attractiveness and avatar identification. (4) In the female group, avatar customization significantly moderated the relationships between avatar attractiveness and self-objectification, as well as between avatar identification and self-objectification.

Conclusion: Avatar attractiveness can induce young MOBA players' self-objectification directly as well as through the mediating effect of avatar identification. Avatar customization and gender swapping play moderating roles in this relationship for both male and female groups. This study sheds light on the underlying the impact mechanism of avatar attractiveness on self-objectification, with the aim to identify young MOBA players at a higher risk of self-objectification and propose effective prevention and intervention strategies.