The Influence of Social Appearance Anxiety on Impulsive Consumption and Acceptance of Cosmetic Surgery: Evidence from the Multiple Mediation Model

Ziyang Zhou

doi:10.54097/hbem.v6i.6482

Authors

Ziyang Zhou

DOI:

https://doi.org/10.54097/hbem.v6i.6482

Keywords:

Social Appearance Anxiety; Impulsive Consumption; Acceptance of Cosmetic Surgery; Social Media; Selfie.

Abstract

This paper aims to explore the influence of social appearance anxiety on social media use, impulsive consumption, and acceptance of cosmetic surgery. One hundred and forty-seven men and 212 women in China, with an age range of 18-28 (mean age 20.91 years, standard deviation 1.59 years) were recruited in this study. Two hundred and seventy-five effective questionnaires were collected with a recovery rate of 76.60%. By using correlation analysis, regression analysis, and mediation analysis, this study found that social appearance anxiety is highly positively correlated with social media use, impulsive consumption, and acceptance of cosmetic surgery. Importantly, selfie-related behaviors and selfie editing mediate the relationship between social appearance anxiety and acceptance of cosmetic surgery. Moreover, the relationship between social appearance anxiety and impulsive consumption was mediated by consumption intention and selfie editing.

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