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

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.