The Influence of Social Networking Site Appearance Comparisons on Subjective Well-being among Female College Students: The Mediating Effect of Compulsive Buying in an Online Setting

Abstract

This study examines the impact of social networking site (SNS) body image comparisons on the subjective well-being (SWB) of female college students, and the potential mediating effect of compulsive buying behavior (CBB). The study surveyed 500 female college students aged between 18 and 25 from three universities in China. Results show that SNS body image comparisons have a negative correlation with SWB and a positive correlation with CBB. Structural equation modeling indicates that CBB partially mediates the relationship between SNS body image comparisons and SWB. Furthermore, income was found to moderate the relationship between SNS body image comparisons and CBB. The findings suggest the need for interventions addressing body image comparisons on SNS and the regulation of online advertising. Limitations of the study include its focus on female college students and reliance on self-reported data, and future research should explore interventions promoting positive self-image on SNSs and consider other population groups.